Boschi Fratelli
An integrated campaign for the launch of Boschi Fratelli's Prosciutto di Parma PDO
Creative strategy
3 P-keywords for the Crudo di Parma
How is the real Parma ham made? Where does its sweetness come from? What are the differences between the different curings? Once again, this campaign stems from our obsession with questions and our desire to find answers. Everyone knows that Crudo di Parma is great, but not everyone knows why it is so outstanding. This is the insight - which emerged from our listening phase - on which we built a communication strategy based on the P-keywords: Parma, prosciutto (hamm) and people. These ingredients contributed to convey the culture, the mastery, the territory and the ingredients of Boschi Fratelli’s new hero product. Boschi Fratelli is a Parmacotto Group brand.
Concept
Nice to meet you, Parma
For us, brands are like people, which is why we imagined giving a face and a voice to Boschi Fratelli's Crudo di Parma. And that is the face of its master curers and the Marino wind, who accompany us on a slow and surprising journey inside the Boschi Fratelli cellars, to discover the real secret of one of the most iconic Made in Italy products - natural curing. They are the protagonists of an immersive and authentic storytelling made of patience, reflection and silence.
Our communication plan
Different touchpoints for a varied target audience
Launched during Cibus 2022, thanks to a broad and modular concept, the strong point of the campaign - “Nice to meet you, Parma” - was translated into an integrated communication plan combining online and offline traditional media with unconventional initiatives such as 4 thematic Spotify playlists dedicated to the 4 ingredients of Crudo di Parma - air, salt, wind and earth - an unusual way to learn about the product and increase brand awareness. The playlists are available here: https://open.spotify.com/user/31puykjhqfsvhtuutjwl7g7q5uui
