Il Viaggiator Goloso®, Unes' top-of-the-range brand, has entrusted Melismelis with its television debut. The 20-second Christmas advert features Il Viaggiator Goloso® panettone and has been on air on Mediaset, Sky and La7 since 6 December.
The agency, which has a long-standing partnership with the company, is responsible for the creativity of the advert and the entire Christmas campaign, as well as television planning. The media mix chosen by Unes' Marketing Department also includes radio, print, digital and OOH planning.
The creative concept of the campaign highlights authenticity, one of the brand's values, and panettone as a metaphor for Christmas. At the first bite, panettone immediately brings to mind winter, the holidays and loved ones with whom we share special moments. For Viaggiator Goloso®, panettone is much more than a Christmas cake because it embodies memories, loved ones and celebrations. It is a certainty because it has always been there, punctually every December, and it is there again this year, in this somewhat unusual Christmas, but above all it will be there next year when we can all celebrate together again.
Melismelis, together with Unes' Communications Department, handled all aspects of the campaign, from the creative concept to the visuals, from coordinating video production to television planning. The planning includes TV spots on Mediaset networks, La7 and the Sky platform, with a particular focus on prime time slots for flagship programmes such as MasterChef. On the radio side, spots will be aired on RTL 102.5, R101 and Radio Montecarlo, while press releases are planned in major daily newspapers and leading women's and cooking magazines. In addition, ad hoc pre-rolls are planned for the Mondadori group's cooking magazines, along with videos on YouTube and Facebook. Finally, there will be geolocalised OOH advertising focusing on Milan, in the areas of greatest interest.