After the preview of the last few days, the new campaign has officially started Ciriohistoric brand of Conserve Italy which returns to communication with a new creativity to tell the story of the transparent supply chain and its three steps. The new commercial entitled “La Terra dei Pomodori” features the band as protagonist Elio and the Tense Stories which for the brand reinterprets the very popular hit “La Terra dei Cachi”.
We are faced with an unprecedented and fun cover, destined to leave its mark, with an unmistakable jingle and the combination of the world of tomatoes, in particular the Passate Cirio.
The new commercial, created in the 30 and 15 second versions, made its debut with an absolute preview on Canale 5 on the evening of Wednesday 15 May, on the occasion of the men’s Italian football Cup final.
The beating heart and fulcrum of the communication campaign is the commercial, signed by the agency HUB09marks a point of no return in Cirio’s evolutionary path, as he explained Federico CappiRetail Marketing Director of Conserve Italia, interviewed on the occasion of Linkontro Of NielsenIQ.
«Cirio is a brand that represents the country’s historical heritage and is an integral part of the Italian cultural DNA – specified the manager -. Despite this, we felt the need to update the brand to make it more current and relevant for new generations and younger families. So we worked on a new positioning. We also innovated through the use of testimonials and music which plays a fundamental role in the campaign.”
The new Cirio commercial highlights the concept of supply chain transparency, a concept which is at the basis of the new premium image of the Cirio Passate: since the beginning of the year, in fact, the bottles of the Verace, Rustica and Maremma Toscana ranges are presented on the shelves with the label that lets you see all the contents inside, ensuring that the red of the tomato has absolute prevalence over the packaging, so as to enhance the high quality of the product.
For the new commercial, which ends with the historic payoff “Since 1856, as nature creates”, the media planning is handled by Lifean integrated and independent communications agency, long-standing media partner of Conserve Italia for planning (buying is managed internally with the support of Outcomes). The production was entrusted to Movie Magic International.
The television communication campaign will be supported by planning on the main radio stations and by a social and digital campaign. This first flight includes a schedule of six consecutive weeks until the end of June.
«We launched this advertising campaign with the intention of repeating it in the autumn, therefore planning a second phase of investments. If everything proceeds as planned, we plan to continue investing significantly in 2025. Ours is a two-year project, designed to consolidate our communication approach in public perception”, added Cappi. The interview with the manager was also an opportunity to provide an overview of Conserve Italia’s upcoming launches.
«We just aired a campaign dedicated to Valfrutta – said the manager -. We are now on air with Cirio, but we are working to bring fruit juices back into communication Yoga, which we have planned for the month of September. This is a brand that has been absent for some time when it comes to television planning. Operating in the world of consumer goods, TV remains a strategic medium for us.”
Credits
Agency: HUB09 Brand People
Creative Dir: Marco Faccio and Diego Braghin
Client Manager: Angela Sannicandro
Art Direction: Franco Racioppo
Design Director: Owen Walsh
Customer Management: Maurizio Cisi
Junior Account Executive: Beatrice Berta
External Relations Manager: Alice Dalmasso
CDP: Movie Magic International
Direction: Marco Santi
PDO: E. Zarlenga
Producers: MV Ceresoli
Executive Producer: George Villages
Production Director: Alexander D’Imperio
Scenography: Paul Monzeglio
Costumes: Paul Marked
