MY PERFECT ITALIANO by Colenso BBDO Auckland for Perfect

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MY PERFECT ITALIANO

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Industry Cheese
Media Promo & PR, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Released September 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FONTERRA
Product/Service: PERFECT ITALIANO CHEESES
Agency: COLENSO BBDO
Date of First Appearance: Sep 27 2009 12:00AM
Entrant Company: OMD NEW ZEALAND, Auckland, NEW ZEALAND
Account Director: Simone Preisig (OMD)
Senior Account Director: Jo Underdown (Colenso BBDO)
Account Executive: Maria Bjorkman (Colenso BBDO)
Executive Creative Director: Nick Worthington (Colenso BBDO)
Media placement: Online - Facebook - 27th September 2009
Media placement: Radio - Radio Partnership With Female Targeted Station ZM - 12th October
Media placement: Street Ambient - Sampling And Antonio Live Appearances - 12th October
Results and Effectiveness
The campaign over delivered the sales objective by 23% in just 5 weeks instead of 8 weeks. Equating to an extra 8 tonnes of cheese. New Zealand women loved Antonio. "mmmmm…..…makes my mouth water"The client now loves Antonio too.
Creative Execution
TV is the main channel for FMCG support, key to securing distribution. A limited budget meant TV wasn’t feasible. We had to create a campaign that would deliver impact in order to achieve the challenging sales objective. We decided to bring our Italian Stallion to life - by creating a character that lived in the real world we increased Antonio’s influence. We began by having Antonio set up his own Facebook profile building the story behind the man, allowing consumers to interact with Antonio and for us to communicate simple recipe ideas that fitted our target’s busy lifestyle. We used two well known radio personalities to talk about Antonio, building the myth of the Italian Stallion. Antonio turned up at specially created instore events handing out signed photos of himself.Radio was complemented by a promotion, giving one lucky woman an intimate dinner with Antonio in Melbourne’s Little Italy district.
Insights, Strategy & the Idea
Perfect Italiano offers a range of Italian cheeses. The specialty cheese category in New Zealand is driven by price discounting and no brand investment. Perfect Italiano has authentic Italian heritage established by Natale Italiano after immigrating to Melbourne. We were tasked with bringing the brand to life, increasing sales 13% in 8 weeks. As the main grocery shopper our target were women. They lead busy and hectic lifestyles, leaving little time to experiment in the kitchen. Far away Italy is regarded for its style, cuisine, and the fantasy of the Italian Stallion - a suave passionate lover seducing you with food hand-fed naked on the kitchen floor. The idea was to inject the brand into every woman’s fantasy by creating Antonio – Perfect Italiano’s Italian Stallion. The perfect man to add Italian flair to their lives, cooking and our brand’s sales.