COVID-19: IT’S TIME TO FOCUS ON VALUES
March 2020. Italy. The entire country has to change its lifestyle and face a new everyday life. , with a new tone of voice and by developing content strategies that are able to create new engagement and dialogue in a credible and relevant way, while being authentic and consistent with the brand purpose. These were the findings of our constant monitoring of the market scenario and people’s sentiment, now looking for authenticity and simplicity. Our #QuelloCheConta (#WhatReallyCounts) campaign for Parmacotto was born exactly in this context: it leveraged on these values, typical of Parmacotto, and laid its foundations for a new brand language. The campaign brought Parmacotto back on TV after more than 10 years, just before the end of the lockdown. But this is another story - read it here.
#QUELLOCHECONTA: AN ODE TO SIMPLICITY
The quality of few and essential ingredients, the huge care in processing, the choice of raw materials, the taste of simplicity. This is what counts for Parmacotto. The brand values - genuineness, simplicity, optimism and trust - are the strategic assets of the campaign, which shifts the attention from the product to the brand by focusing on people and their everyday life, inevitably transformed by Covid-19. The #QuelloCheConta campaign is part of the lockdown context but with a long-term vision, a new way to bring Parmacotto's brand purpose to life. An invitation to rediscover emotions and values hidden in the simplest things, just as Parmacotto does in its products.
A NEW storytelling FOr parmacotto
For Parmacotto social network were particularly strategic to connect with people at times when we were all forced to stay home - and social media saw an exponential growth during the lockdown - along with digital PR used to amplify the word of mouth of the campaign. With a multi-channel and multi-phase strategy and a creativity evoking Parma with its look & feel paying tribute to the colors of the city, we entered the homes of all Italians, revealing Parmacotto flavors, sensations and emotions and showing a feeling of closeness and empathy to the entire country.