Findus Pisellini Primavera
Integrated campaign for the 60th anniversary of Pisellini Primavera: TVC, social & digital contents, consumer promo, event
Agency Assignment & Objectives
A milestone to remember
Since 1965, Findus Pisellini Primavera have won the hearts and kitchens of Italians with their sweetness and versatility, becoming the star of countless recipes. For the brand's 60th anniversary, we developed an integrated campaign to celebrate the product's long history, reinforce its positioning, and transform it from a top-of-mind brand into a true love brand. A brand equity operation that highlights the deep bond with Italian families, emphasizing the taste, iconicity, and quality that have always defined Pisellini Primavera Findus.
Creative Strategy & Concept
60 years of great recipes
We created a storytelling ecosystem celebrating the brand’s emotional heritage, by highlighting its central role in the everyday lives of Italian families. The goal wasn’t just to celebrate an anniversary but to tell an authentic story, one that connects the past, present, and future of the brand. The project was built around three strategic pillars: strengthening the emotional connection with Pisellini Primavera, valuing not only the recipes but also the special moments the brand has helped create, and reinforcing Pisellini Primavera’s image as a reliable and timeless product.
Communication Plan
A multichannel approach
The concept “60 years of great recipes” was brought to life through an integrated, multichannel approach involving different touchpoints. We started with a TV commercial: a journey that traces the evolution of Italian cooking with Pisellini Primavera always at the heart of it. Another campaign touchpoint was the strategic partnership with Vorwerk Bimby®, which allowed us to position Pisellini Primavera as the ideal ingredient for preparing high-quality dishes. The collaboration came to life through a consumer promotion and a special digital recipe book. Finally, as every birthday deserves, we held a celebratory event in Milan - at Eataly Smeraldo with Benedetta Parodi as the brand ambassador. The event featured two key moments: a press conference during which a new study on the evolution of Italian eating habits was presented, and a media activation where journalists competed in a cooking challenge inspired by the Mystery Box format from MasterChef, preparing recipes using Pisellini Primavera.
