Crafting Dreams
Heritage brand for high-quality, sustainably-certified EVOO debuts on TV to whisper everyone their unique pov on oil.
→ Personally supervised and executed on Brand Strategy and Comms Planning for 5 years → Campaign made in The Big Now/Dentsu Creative ott 2019-feb 2020 → Campaign ran on TVC + OLV + Social Ads + Digital Display Ads
How can a 200+ year-traditional, family-owned oil manufacture company distinguish in a more and more commoditized, price-driven EVOO production & commercialization business? Easy, if you have different ideas.
Strategy I curated for more than 5 years for Oleificio Zucchi and its commercial brand Zucchi 1810 was "all in on quality", leveraging the company pioneering effort in creating a sustainable, transparent, certified supply chain from olive to table and everything in between. Focusing on the brand character "the Blendmaster" - the expert connoiseur of all-things EVOO selecting and blending the best EVOO variants from all over Italy and the Mediterranean - Zucchi 1810 was already establishing itself as a rising, reliable choice for high-quality, sustainably-certified EVOO in the supermarkets' aisles. But needed a big statement to catch everyone's eyes.
The first TV commercial in the history of Zucchi just came naturally from previous years of brand strategy and creative development. From field to table, from the hands of Zucchi 1810's blendmasters to the ones of those preparing healthy, sustainable meals for them and their beloved ones, the unique idea of Zucchi 1810's EVOO unraveled before everyone's eyes (especially as it was first aired during lockdown and Italians were glued to their TVs). Such a special idea that you could paint it in special collection plates, the creative gimmick to mark Zucchi 1810's image on the Italian tables forever.
