Polli, an historic Italian food company specialized in pickles, appetizers, aperitifs, snacks and cooking aid since 1872, adds to its range of proposals a line of seven high quality pestos: red pesto with dried tomatoes and cheese, pesto genovese, genovese without garlic, genovese with Taggiasca olives, calabrian pesto with fresh ricotta and peppers, zucchini, lemon and pecorino cheese pesto and garlic-oil and chilli pepper pesto.
All made with Italian DOP cheeses and fresh Italian basil.
The launch campaign is an OOH focused on the great Milan area, to maximise its visibility during the Christmas period on over 300 locations.
Indeed, it includes diversified formats: the small city boxes which cover the whole city, several digital formats, some of them very large, in the central MM stations of San Babila, Duomo, Cordusio, Garibaldi and Cadorna.
The campaign is a multi-subject copy-ad: one ad for the announcement, one for the range, and one intended as call-to-action.
From the graphic point of view, simplicity and consistency with the brand’s Visual Identity System codes were the leading choice: red background and white typography like the ones of the classic Polli’s red-lid, plus the presence of the pack shots of 4 out of 7 SKUs.
The result is a campaign of great visual impact that simultaneously pushes the brand, as an institutional campaign would do, and launches the new line of products.