LE 5 STAGIONI
Industry /
Food & Beverage
Redefining positioning and communication strategy for the #1 brand in the pizzeria sector.
BRIEF
Le 5 Stagioni is the brand dedicated to the pizzeria sector of Agugiaro & Figna, a leading company in the milling of soft wheat. One of the best known among professional pizza makers, Le 5 Stagioni was suffering from its own heritage and needed to update its positioning. It was essential to show respect for raw materials and attention to innovative processes, thus gaining a perception in line with the brand’s identity and the most current trends. In addition to a careful process of reconstructing the brand strategy, it was essential to update the message in the initiatives and events scheduled for 2023-’24.
SOLUTION
Starting from the internal and external analysis, carried out by taking into account competitors and with qualitative surveys, the strategy brought to light the brand’s strengths and weaknesses, redefining its pillars and value ecosystem. With renewed attention to storytelling, brand definition, vision and mission were formulated. Parallel to the dissemination of a brandbook to support both internal communication and Italian and foreign sales departments, we produced the updated catalog and also conceived and developed a campaign to launch the new positioning.
AN ADV THAT TALKS ABOUT EXCELLENCE.
“High-performance nature” is the claim of the campaign designed to tell the story of all the quality and reliability of Le 5 Stagioni flours and mixes. The protagonists are wheat, water, sun. The language is direct, evocative. The advertising style. In this way, the brand speaks to a B2B audience with a B2C language, speaking directly to the target customer – someone who can and wants to recognize themselves in the products they choose. The print campaign was published in trade magazines and declined in an emotional video.
BRAND AWARENESS AND CONTENT CREATION FOR HIGHLY ENGAGING INITIATIVES.
As a main sponsor and promoter of national and international events, Le 5 Stagioni has brought together well-known personalities from the pizza maker community in initiatives such as the World Pizza Championship, Emerging Pizza, and Bufala Fest. After defining the art direction guidelines for the stands and set-ups, we took care of developing content for social media and designing engagement dynamics aimed at boosting brand awareness.
TEAM
Managing Director
Marco Venuti
Client Managers
Luca Ciarpella, Matteo Della Porta
Account Manager
Giulia Martinis
Creative Director
Michele Savino
Copywriting & Creative Strategy
Maria Giulia Marletta
Art Directors
Andrea Simone, Annalisa Femiano, Flavio Milazzo
Junior Strategist & Social Media
Dania Alivernini
Motion Designer
Bartosz Druszcz
3D Artists
B612 Studio
WHAT WE DID
Brand Analysis & Strategy
Copywriting & Storytelling
Art Direction
Motion Graphic
3D Design
BTL Design
Accounting
Event Management
Social Media Strategy
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