Viaggiator Goloso®, the top-of-the-range line from Unes Supermercati with carefully selected producers, celebrates summer and entrusts Melismelis with its new campaign dedicated to the hottest months. The agency, which has a long-standing partnership with the company, has come up with a creative concept that ironically rides the latest trend ‘Tell me that… without telling me that’, now viral on the main social networks.
The campaign, which recounts a journey through some of the most authentic and genuine flavours of il Viaggiator Goloso®, is developed in four different themes. First up is “Tell me you love summer without telling me you love summer”, designed to promote the new ice creams and sorbets on sticks by il Viaggiator Goloso®, while “Tell me you love Puglia without telling me you love Puglia” celebrates the unmistakable taste of Stracciatella, made with 100% Italian milk, by il Viaggiator Goloso®. Not to be forgotten are the two variations with Feta D.O.P. and Tortelli Cacio e Pepe, which give a nod to Greece and the Eternal City, respectively.
With both offline and online planning, the campaign, which began in recent days, will be on air until the end of August on OOH, print, social and digital media. In addition to the customisation of maxi-buses, OOH includes several maxi-formats in Milan – at Stazione Centrale, Corso Garibaldi, Via Stephenson, Piazzale Cadorna, Porta Genova and Porta Romana – and in Turin.
The campaign is also planned for the Milan pages of major daily newspapers, such as Corriere della Sera and Repubblica, as well as women's magazines such as Donna Moderna, Cucina Italiana and Io Donna. The involvement of digital media is important, with a dedicated section entitled “Tell me you love Viaggiator Goloso® without telling me you love Viaggiator Goloso®” on the brand's website, as well as a media plan developed with social ads on Facebook, Instagram and Google Display.