Giuseppe Citterio Promo, Case study CUT INTO FINEST SLICES by Advico Y&R Zurich, Allgemeine Plakatgesellschaft

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Industry Grocery and Other foods
Media Promo & PR, Case study
Market Switzerland
Agency Advico Y&R Zurich
Creative Director Thomas Schöb
Art Director Isabelle Hauser
Photographer Lorenz Cugini
Typographer Annik Weber
Agency Allgemeine Plakatgesellschaft
Released November 2010

Credits & Description

Category: Fast Moving Consumer Goods
Product/Service: PARMA HAM
Agency: ADVICO Y&R
Date of First Appearance: Nov 1 2010
Entrant Company: ADVICO Y&R, Zürich, SWITZERLAND
Creative Director: Thomas Schöb (Advico Y&R)
Art Director: Isabelle Hauser (Advico Y&R)
Typographer: Annik Weber (Advico Y&R)
Account Manager: Carmela Dias (Advico Y&R)
Photographer: Lorenz Cugini
Media placement: Poster - The posters were placed near Citterio sales outlets. - Week 44 - 45

Insights, Strategy & the Idea
Every food lover knows that Parma ham must be sliced razor thin. For CITTERIO, one of Italy's leading ham producers, it's a point of honor.
Ham slices from CITTERIO are sliced so thin that you can practically see through them.

Creative Execution
This was dramatized with a razor-thin parma ham slice which was placed over a normal poster, through which the headline "Cut into finest slices" could be read.

Results and Effectiveness
The poster which was hung near CITTERIO sales locations increased sales significantly.