THE ITALIAN ART OF FOOD by ZenithOptimedia New York for Buitoni

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THE ITALIAN ART OF FOOD

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Industry Sauces
Media Promo & PR, Case study
Market United States
Agency ZenithOptimedia New York
Released March 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: NESTLÉ BUITONI
Product/Service: PASTA & SAUCE
Agency: ZENITH OPTIMEDIA
Date of First Appearance: Mar 9 2009 12:00AM
Entrant Company: ZENITH OPTIMEDIA, New York, USA
Entry URL: http://www.buitoni.com
Senior Vice President/Group Planning Director: Andre Marciano (Zenith Media)
Senior Vice President/Group Planning Director: Gary Feldman (Zenith Media)
Communications Planner: Anna Malek (Zenith Media)
Senior Vice President/Group Account Director: Leigh Baker (Publicis)
Executive Vice President/Executive Creative Director: Simeon Roane (Publicis)
Vice President/Management Supervisor: Maggie Chang (Publicis)
Print Negotiator: Matthew Clarke (Zenith Media)
OOH Negotiator: Meghan Kreutzer (Zenith Media)
Senior Planner: Joe Salvati (Zenith Interactive)
OOH Negotiator: Kali Williams (Zenith Media)
Account Executive: Whit Bowers (Publicis)
Senior Copywriter: Marcia LeBeau (Publicis)
Senior Producer: Lauren Schneidmuller (Publicis)
Associate Director: Kathryn Burns (Zenith Interactive)
Vice President/Group Magazine Director: Karen Finelli (Zenith Media)
Vice President/ Associate OOH Planning Director: Todd Glick (Zenith Media)
Vice President/Associate Planning Director: Amy Elisei (Zenith Media)
Senior Vice President/Strategy Director: Abby Posner (Publicis)
Vice President/Creative Director: Roger Norris (Publicis)
Vice President/Management Supervisor: Michelle Naklicki (Publicis)
Media placement: Digital:Influential Food Blogs, Recipe Integration, Mobile Store-Locator, Coupon - FoodbuzzBlog, FoodNetwork.com, Meredish, About.com, 4-Info Mobile/Text Program - 9, March 2009
Media placement: Print - National Magazines – (2) Ads & (2) Custom High-Impact Units - National Magazines: Full-Page 4-Color (Better Homes & Gardens, Bon Appetit - 1, April 2009
Media placement: Print - National Magazines – (2) Ads & (2) Custom High-Impact Units - Everyday With Rachael Ray, Food & Wine, Food Network Magazine, Gourmet - 1, April 2009
Media placement: Print - National Magazines – (2) Ads & (2) Custom High-Impact Units - House Beautiful, La Cucina, Martha Stewart Living, Real Simple, Saveur, Sunset - 1, April 2009eautiful, La Cuci
Media placement: Print - National Magazines – (2) Ads & (2) Custom High-Impact Units - High Impact Units Tear-Out Recipe Cards/Custom Recipe Inserts:Real Simple, ED w/ - 1, April 2009
Media placement: OOH: New York Station Domination, Everyday With Rachael Ray, Real Simple - Subway Station Domination: New York City - 1, June 2009
Media placement: OOH: New York Station Domination, Everyday With Rachael Ray, Real Simple - Real Simple & Buitoni Co-Branded Billboards (Baltimore, DC, Chicago) - 1, June 2009
Media placement: OOH: New York Station Domination, Everyday With Rachael Ray, Real Simple - Everyday With Rachael Ray: CBS In-Store TV, Event Extensions - 1, June 2009
Media placement: OOH: New York Station Domination, Everyday With Rachael Ray, Real Simple - With Buitoni As Inspiration: Chicago Arts Coalition Fundraiser - 1, June 2009
Media placement: TV Campaign (2) Spots - NBC,ABC,CBS,Bravo,HGTV,DIY,Food Network,TLC,Discovery,Travel Channel,Style - 29, June 2009

Results and Effectiveness
- Brand awareness +23%, -43% among test market target first months of launch (total increase- 87%)* - TV: sales increased 4.1% versus YA - Print: 70% readers took action (39% higher than norm) - Digital: Awareness (68% aided +5% vs. control), intent measures (49% +8% vs.control) - Mobile: Aided Awareness (+11.3% vs. unexposed/control), Brand Favourability (+11.2% vs. unexposed/control) - OOH: Brand awareness +94%, purchase likelihood +38%. Consumer perceptions: “Brand I would pay more” for +600%. Purchase Intent: increased/drove Active Consideration +63%. Food Emporium sales increased by 400 cases in June– from 91 to 49, up 124 cases in July (from 91 to 215)** *TNS Monthly Scorecard PERT Survey Research 8/2009 **Buitoni Monthly Flash Report; Food Emporium local store sales data

Creative Execution
Solution: • Turning pasta into art: Given Buitoni’s passionate adherence to the Italian philosophy of food, we articulated brand strategy as: Buitoni sees food as art. The campaign compares Buitoni’s artisanal cuisine to priceless Italian art, asserting its extraordinary quality, focusing on the food’s artfulness. Channels: •OOH: Station-domination brought campaign alive, creating appearance of an art gallery within a high-traffic NYC subway station(Buitoni’s first-of-its-kind) located directly under Food Emporium so consumers could purchase the product immediately. •Broadcast: Maximised limited budget by focusing on specific Cable networks, laser-focus on target. •Magazines: Enabled development of ongoing dialogue with consumer showcasing Buitoni artwork, running 55ROB pages(13 magazines), developing break-through units and multi-platform programmes in two core publications •Digital/Mobile: Enabled brand to have longer conversations with target audience, building ongoing relationships. Used to demonstrate Buitoni as a valuable choice in creating quick, easy meals. Custom, strategic partnerships created engaged audience.

Insights, Strategy & the Idea
Objectives: 1. Build awareness 2. Drive active consideration 3. Change consumer perceptions of Buitoni, established as a premium brand 4. Increase sales Target Audience: • Womean aged 25-49: Working affluent women, in two-person adult households, living in metro areas. She has a balanced approach to life and food. Unique insight that shaped the idea: • Our Consumer has a taste for the extraordinary, is highly discerning, and recognises value isn't just about price, but about quality. She seeks premium experiences in everyday life, especially from her meals. Relevance to client and target audience: • There was an opportunity for Buitoni to redefine Premium and claim ownership as other Italian brands were playing in the traditional/clichéd Italian themes of white tablecloths and typical scenes of Italy. • Given Buitoni’s passionate adherence to the Italian philosophy of food, i.e. simple ingredients, artfully combined, the brand strategy was articulated as: Buitoni: The Italian Art of Food.