Vanini launched the new multi-channel advertising campaign entitled ‘Chi va’, broadcast from October 2023.
The campaign tells the quality of our chocolate through an attitude oriented towards excellence. The search for extraordinary raw materials, attention to the environment, the purity of taste and the adoption of a sustainable approach, are all values that reflect the four pillars at the base of our corporate identity: chain, people, environment and innovation.
‘Chi va’ is a campaign strongly targeted at Vanini’s brand awareness that relaunches our values with a storytelling based on the origin of cocoa, respect for the planet and on the excellence of the products.
Made by the communication agency Something To Talk About, the campaign is the result of a path created starting from the evidence that emerged from a quantitative market research carried out on a panel of potential consumers and a specific copy-test aimed at measuring potential creativity in the race. The proposal received from Something To Talk About was the one that was best able to interpret and translate the requirements expressed in the brief, the results that emerged from Vanini’s research and the needs of communication.
The spot was divided into a total 7-week television plan, covering the La7 networks La7 together with D-Max, Real Time, Foodnetwork e Canale 9 for another 3 weeks, so as to intercept both a highly qualitative audience with a strong passion for chocolate, both some potential bands of young people, in order to invest in who the purchase managers of tomorrow will be.
The TV campaign is only one of the dowels of a wider communication strategy in which the story of Brand Vanini will live on the main journalistic newspapers of the RCS group, Corriere della Sera and La Gazzetta dello Sport, with about 12 releases on the national printed paper. Planning also includes the creation of some branded content on the most relevant supplements of the group’s newspapers (Cook and L’economia del Corriere della Sera) in order to be able to better amplify Vanini’s values.
This intense communication activity completes a series of events of the very first plan of the Cairo group, which have become a point of reference over the years for many interlocutors and readers; With Vanini we are among the partners ofThe Sports Festival in Trento and the event The Economy of the Future with a Sampling of MiniBar Bagua and Praline Blue Rose. In addition, the complete range of pralines will be offered in the Marionnaud parfumerie network distributed in the city centers and galleries of some shopping centers, in order to create real moments of “pamper” dedicated to customers of this famous shop network.
The campaign is also accompanied by a promotional activity that covers the quarter of October-December and is accessible to all consumers who buy at least 3 tablets of your choice of the Vanini brand. The activity is communicated through pop materials (exhibitors from the ground, shelf stoppers) as well as on the Vanini website and the official Instagram account of the brand.
The promo allows access to both a certain prize, an alphanumeric code to be activated on the CHILI platform to be able to see the large cinema at home,and a monthly extraction prize, a HD Samsung video projector. A “Oscar”promotion,which gives the occasion to consumers to combine the tasting of the wide range Vanini with a passion for cinema directly at home.
The new communication strategy has also been amplified by a visibility on our digital channels and on the social world, with the aim of increasing the points of contact with the Vanini target, through a sponsored activity that has seen the job of some influencers in order to spread Vanini’s new story among the youngest targets.
Giovanni Agostoni, Global Sales & Marketing Director said:
Vanini is the premium brand with which we offer our consumers a chocolate of excellent quality, declined in an offer that ranges from tablets to pralines and that contemplates monorigine proposals from different countries, greedy and intriguing. The structured campaign for Vanini, and all the actions that are part of it, aims to enhance the dual soul of the brand: sustainable and attentive to the raw material, the chain and at the same time capable of offering a wide range of refined and capable products to satisfy the most demanding palates.