(Agen Food) – Milan, 28 June – by POL.CLA – I Promotion Awards 2023/2024, are the annual event organized by Promotion with the patronage of UNA, United Communication Companies, to celebrate the best engagement and loyalty campaigns. The ceremony took place last June 13th in Milan with recognition for an original initiative, capable of reaching the consumer in an effective and fun way. This is the meaning of the award won in the Field Marketing category by the campaign “Melinda Dolcevita Event”therefore represented a moment of particular satisfaction for the entire Melinda team involved in marketing and promotional activities.
Designed and developed with the collaboration of FMA, the Shopper Marketing agency of SG Company Società Benefit, the campaign, launched in January, had the objective of anticipating the launch of the new sweet Melinda Dolcevita variety. At the heart of the project is a true “guerrilla marketing” operation: a series of interviews with passers-by carried out in the Milanese capital by a young couple Adam and Eva, complete with costumes in stark contrast to the winter cold. Between a question about the pleasures of life and a taste of the juicy “forbidden” fruit, the encounters were thus transformed into authentic viral moments, promptly captured by a crew and subsequently translated into fun reels.
Of course, the now famous qualities of Melinda Dolcevita itself also contribute to the success of the operation, a variety with floral notes characterized by a sugary component that makes it a perfect alternative to traditional sweets. This crunchy and juicy apple, which stands out for its skin with intense red hues, can therefore offer a well-deserved gratification, at the end of a meal or during a break, while contributing to maintaining a healthy and balanced diet.
Andrea Fedrizzi, marketing manager of Melinda, commenting on the event: “The campaign strongly focused on the originality of the initiative, an essential condition for creating viral social content by offering the public a preview of a truly excellent product that has always been highly appreciated for its peculiar characteristics. This award represents a great recognition of the commitment and teamwork that involved Melinda and FMA in the creation of this truly well-conceived and equally well-executed promotional initiative”.
