THE MULTI – CHALLENGE
The collaboration between Biraghi and TRO Italy began in 2011, covering all the company’s communication activities. From on-trade activities (shopper experience and local marketing) to events (temporary stores, fairs, interactive displays), and offline communication (TV, promotions, print ads), the partnership spans every aspect of the brand’s communication. Let’s look at some projects more closely.
THE EXPERIENCE
The Relaunch of Biraghini
Biraghini has always been considered a light snack, perfect for aperitifs. However, it was time to expand consumption occasions. The new positioning was developed by comparing Biraghini with its long-time, fierce competitor: the classic, tasty, and ubiquitous cheese wedge. Biraghini is like the wedge, but with something more: it’s crustless, easy to grate, and convenient to store. The claim came naturally: Biraghini, the convenient wedge. This was launched with three TV spots, each highlighting one unique feature and a press campaign in major weekly magazines.
Brand Communication
Since 1934, Biraghi has been bringing its products to Italian tables, interpreting the evolving needs of its audience. The brand has always paid particular attention to local sourcing and quality ingredients. Their 100% Italian milk commitment was communicated at institutional events like CIBUS in Parma and local events in the company’s home region, including a Christmas event animating windows in Piazza San Carlo and a temporary store in Piazza San Carlo in Turin.
The Launch of Gran Biraghi in Slices
Gran Biraghi slices represent a true product innovation. Cut directly from the original Gran Biraghi cheese, each slice is the perfect base for an authentic Italian sandwich. However, consumers must understand its versatility in the kitchen. To achieve this, we worked on an integrated digital project, featuring a dedicated recipe website and Facebook page. Through culinary interpretations of current events, such as the William and Kate wedding, Chef Antonio Marchello shared numerous tips to make Gran Biraghi Slices the best companion for any table situation.
