Summing up a year of Italian fresh produce marketing in only 10 points is not easy, but it is useful to get a feel of the complex universe that is the Italian fresh produce sector.
The opinions in this article are obviously filtered by personal and professional assessments, but they are also supported by figures and results (quantitative analyses are supported by Talkwalker).
What is Marketing Moments?
It is not simply a media/public relation/event marketing campaign, but rather a combination of effective innovative actions that managed to reach their objective.
What is important in Marketing Moments?
First of all, engagment!
The era of aggressive TV marketing and ubiquitous billboard campaigns is over.
Nowadays, this approach is not always successful. Making people share and empathise with the brand and leave positive comments is more successful.
This in turn means everything is more difficult, as great investments might not lead to the results hoped for.
The recipe for successful Marketing Moments campaign
Coherence, shared content, engagement, innovative creative concepts, frequent communication actions, effective media mix and social media activity.
Based on those criteria, these were our choices:
10) Noberasco and Besana create Italian Nut & Fruit Alliance
A strategic alliance between dried fruit giants to be competitive all over the world.
A great idea that sparked in an exciting moment for the dried fruit sector.
The actions taken over the past few years to increase consumption and knowledge have reached their objective.
The actions taken over the past few years to increase consumption and knowledge have reached their objective.
9) Melone mantovano IGP
The Consortium is working and all the main producers are involved.
Excellent choice to focus on show cookings and good presence on social media.
8) Vip Val Venosta
A great job of redefining Vip's brand image.
A renewed yet coherent storytelling. Nice TV commercial and pay off - "Buone e Sincere", which also became the title of a successful competition.
Good online work with the involvement of influential bloggers and a lot of shares.
7) Ortofrutta d'Italia
CSO Italy's project combines 10 leading brands to convey the value of made in Italy productions.
The radio commercial broadcast by Radio Rai and made by Eir, Rai's agency, occupied the 48th place at the Key Award Radio.
The infactories planned with representatives from the businesses taking part had a great impact on the target and consumers.
6) Valfrutta Fresco
Excellent product innovation and attendance to numerous sector events.
The image was renewed keeping a strong connection with tradition.
The brand is very strong and reassuring.
Healthy fresh-cut salads are excellent and the Fruit24 project was very effective.
5) Pera Opera
Finally a project dedicated to the most Italian fruit of all.
A great campaign on both radio and television to promote a product and the aggregation of Italian producers.
The only thing missing is something to make Opera pears stand out.
4) Almaverde Bio
Almaverde Bio Islands are areas dedicated to organic produce within the fresh produce sections of supermarkets - an important innovation for fruit and vegetables in general.
Excellent relationship with clients, wide range, the perfect mix between a specialised store and a supermarket. Well-deserved success and the new TV commercial is also good.
Good for all organic produce!
3) Cortilia
2016 was a good year for Cortilia, one of the coolest e-commerce options in the food sector thanks to the penetration of a wide range of consumers.
Cortilia is not a brand, but rather an interesting phenomenon, especially for the language used and its good use of social media.
It is an online farmer's market that selects agricultural and local products to bring fresh produce to your table everyday.
Cortilia delivers fresh fruit and vegetables, cheese and eggs, meat and cold cuts, pasta, bread and rice, wine and beverages.
2) Solarelli
It is without doubt the most believable and coherent brand in the "fresh produce" sector.
The message is clear - high-quality produce from the best producer regions.
The success of Solarelli is the proof that origin represents an essential requirement for Italian consumers.
The brand's sentiment on Talkwalker is absolutely positive.
1) DimmidiSì
La Linea Verde, brand leader of the Italian fresh-cut sector, can do no wrong this year.
Excellent brand positioning, active presence on social media, the highest engagement level.
Good fresh soup campaign highlighting their healthy characteristics - veggie, fresh and ready, preservative-free.
Contacts:
RP CIRCUITI MULTIMEDIA SAS
Alessandra Ravaioli
Via Guerrazzi, 1 Bologna
Cell.: +39 348 5241954