THE VICTORY FLAVOUR
The five Delverde team champions enter the lists to promote "The Victory Flavour" contest. Andrea Baldini (fencing), Tania Cagnotto (diving), Simone Collio (athletics), Simone Parodi (volleyball) and Alessandra Sensini (windsurfing) will represent Italy at the Olimpics Games in London. The campaign, which reinforces the historic Delverde link with the world of sport, is realized through press, radio, web and it is supported by a series of activities in the shops. In the first phase, the five names of the athletes are introduced in association with as many Delverde pasta dishes, while the second phase is multi-subject: each athlete is portrayed in a moment of the competition, with a pack of pasta Delverde and with a headline saying "Certain goals are achieved only with the right preparation. And a good plate of pasta”. It confirms the nutritional value of a quality pasta, essential in a healthy diet.
Delverde advertises itself to the public through a multimedia campaign that’s featured in print, on the radio, and on banners, focusing on re-launching pasta worldwide, with the main objective of strengthening Delverde’s positioning as a premium brand. The strong visual impact of this campaign comes from using a metaphor that’s closely linked to the product. The message at its heart highlights the benefits of Delverde pasta, underscoring the one thing that gives it its extraordinarily unique and unmistakable taste: the waters of the river Verde. The print ad features two different subjects, “Cascade” and “Shells”, with a single slogan: “Naturally Good”.
PASTA LIKE YOU
The “Pasta Like You” campaign was used for advertisement in trade journals, with the aim of creating value for the product while keeping the established associations with nature intact, with a wink to our target demographic: those who enjoy a healthy lifestyle, youths, people who prefer to eat less but are discerning about quality. The campaign ties in with a larger project that spans over time.
WE NURTURE THE SAME PASSION | WINNER OF THE AGORÀ PRIZE
This initiative came about as a way to support sales of our new Chef line during its launch on the Ho.re.ca channel. The concept was based on scenes from classic Italian comedies and American films of the 1960s with pasta playing the main part. The choice of using stunning, all-black-and-white shots of famous actors and actresses makes for a precious collection that lends itself to any space. The card holders featuring the image of Alberto Sordi hold 12 cards with a single theme. Restaurant managers may from time to time renew the set of cards, making it possible to collect the whole series of these artistic photographs.