A flour for everyone

Each chef should be free to express themselves and their creativity, style and tradition

CONCEPT

FLOURS ARE NOT ALL THE SAME

If each chef has their own speciality involving specific techniques, recipes, and ingredients. So why should they use the same flour for every dish? Agugiaro&Figna, with its experience and milling traditions, created a line of 7 different flours specifically dedicated to restaurants. This is A&F, Alta Cucina & Farina, a professional line that reflects the values of the company: tradition, innovation, culture and creativity.

IDEA

STORIES OF FLOUR

The first communication touch point after the launch of the new flour line was a multi-subject campaign. Its central idea was the endless creativity that A&F flours offer to the restaurant professionals. Each advert connects a recipe with the relevant flour, thanks to a conceptual treatment that draws both from abstract art and infographics. The raw ingredients, the A&F flour, and its packaging create a composite, completed with the image of the final recipe.
The gourmet idea is conveyed with colors and compositions inspired from the nouvelle cuisine, thus expanding the traditional appetizing mood.

THE ADDED VALUE

UNIQUE AND DISTINCTIVE COMMUNICATION

A brand with the outstanding know-how of A&F can set the rules, not only in the flour universe, but also in terms of communication tout-court, in order to surprise, appeal and inspire its target and stand out from the competition. Thus, we developed a strategic-creative direction that would convey the brand with a differentiating tone of voice. It is original and aspirational in every aspect — brand identity development and relevant assets, website design, e-commerce, social and PR plans.

“The cooperation with The Ad Store has been a very virtuous one, as it improved and developed the way we communicate while allowing us to become more authoritative in the flour sector and in the food industry more in general. Today, thanks to the creative executions and the online and offline strategies managed by the company in partnership with The Ad Store, the quality of our products is today conveyed in a way that is more consistent with our company's evolution ".

VIVI fermenti d'impresa - Marketing Consultant - Agugiaro&Figna