Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Advertising: Nutella Continues Its Journey Among Italian Bakers

Brand: Nutella

Campaign: Pane e Nutella

Source: https://brand-news.it/brand/alimentari/food/pubblicita-nutella-prosegue-il-viaggio-tra-i-panettieri-ditalia-firma-publiciskin/

Goal: Celebrate Italian bread-making traditions

Media: social media, digital, TV, out of home, retail points

Summary: In celebration of World Bread Day on October 16, Nutella launched a multichannel campaign called 'Pane e Nutella.' The project highlights Italian bakers and regional breads while continuing from a journey started in 2022, featuring social media content by Fabio Volo and videostories from 20 Italian regions. The campaign includes installations at train stations and special edition Nutella jars showcasing regional identities. It aims to deepen the connection between Nutella, local territories, and the culture of bread.

Italy

Lego Prepares a Christmas Campaign Centered on Sharing, Addressing the Passions of Each Audience

Brand: LEGO

Campaign: Share the Love for Bricks

Source: https://brand-news.it/brand/tempo-libero/giocattoli-game/lego-prepara-una-campagna-natalizia-allinsegna-della-condivisione-parlando-alle-passioni-di-ciascuna-audience/

Goal: Foster sharing and connections between different generations and communities

Claim: Share the Love for Bricks

Media: Integrated media including TV, PR, influencer marketing, and local experiences

Summary: Lego's Christmas campaign, starting in early November, focuses on the theme of sharing and building relationships across generations. Developed with Mate and Starcom, it emphasizes a strong integration of media, PR, earned media, and local experiences to be culturally relevant to the Italian audience. The campaign maintains Lego's global identity while incorporating local elements to resonate with Italian families.

Christmas Campaign Italian culture LEGO sharing

United States

Peroni Nastro Azzurro Brings Florence’s ‘Wine Holes’ to the United States

Brand: Peroni Nastro Azzurro

Campaign: Peroni Portals

Source: https://brand-news.it/brand/alimentari/beverage/peroni-nastro-azzurro-porta-negli-stati-uniti-le-buchette-del-vino-fiorentine/

Goal: Promote Italian aperitivo culture

Claim: Experience the culture of aperitivo with Peroni

Media: Pop-up events

Summary: Peroni Nastro Azzurro is launching a pop-up campaign in the United States inspired by the historic 'buchette del vino' from Florence, promoting a relaxed Italian aperitivo culture with friends. The activation starts in New York on July 24, featuring chef Giada De Laurentiis and will expand to other US cities, inviting consumers to enjoy a cold Peroni alongside a special focaccia.

aperitivo Beer Italian culture pop-up