For this december 2020, the consortium will opt for a highly contextualised and non invasive promotional concept in which Toscano PGI olive oil is placed in two of its most familiar cultural settings: the kitchen and the physical well-being.
In order to reach the maximum number of users, the campaign will be developed on a national scale with a multimedia project involving websites, social media, and paper magazines.
The campaign will start in mid-November, at the same time as the olives harvest and pressing, and will be developed on the following media:
1. Giallo Zafferano: full-page advertisement on the December issue, released on November 17th. In the January issue, (released on December 15th), the magazine will be offered with a Toscano PGI olive oil single portion gadget, that will be distributed all over Tuscany and in Milano downtown.
At the same time a promotional campaign will be held on the website giallozafferano.it throughout the month of December.
2. Sale e Pepe: full-page advertisement on the November 24th issue
3. Starbene: magazine and website addressed mainly to Italian female readers interested in fitness and wellness.
Building upon last year’s #campionedibenessere campaign, the promotion will work to spread its brand message to a highly targeted audience via an advertising editorial on the Starbene December issue, to be released on Nov. 17th. This will be followed by the distribution of Toscano PGI oil single-portion gadget offered with the magazine’s January edition, distributed from December 17th in Tuscany and in Milano downtown.
At the same time a promotional campaign will be held on the website www.starbene.it from December 1st to the 15th.
4. National Public Radio (RAI) Campaign: from December 6th to the 19th a radio commercial on Radio 1 and Radio 2 channels will be broadcasted. Furthermore a radio advertisement will be broadcasted on the radio program Decanter.