Client
Gruppo Montenegro
Industry
Food & Beverage
How the story begins
Since 1885, Gruppo Montenegro has been crafting more than just food and spirits—they've been creating pieces of Italian culture. As the market leader in their sector, this Italian company has built a portfolio of brands that live in the hearts and homes of Italians everywhere. What started as a local success story has evolved into an international phenomenon, with Gruppo Montenegro's products now symbolizing Italian excellence, premium quality, and sustainable practices across global markets.
Our expertise served across multiple touchpoints
In 2020, Gruppo Montenegro entrusted us with their ATL campaign and social content for Polenta Valsugana—the beginning of what would become a flavorful partnership. Our collaboration quickly expanded to encompass digital and social media management for Cannamela and Pizza Catarì brands as well.
Today, we serve as their creative kitchen across all three brands, developing comprehensive content strategies and orchestrating everything from product photography and recipe shoots to activations and creative materials for OOH, print, and industry events.
A tasteful sitcom for Polenta Valsugana
We cooked up something special for Polenta Valsugana: a campaign that serves irony with a side of nostalgia. Playing with the double meaning of "Buona questa!"—both an expression of disbelief and genuine appreciation for good food—we created a binge-worthy sitcom that pays homage to the '80s while debunking polenta myths.
This wasn't just advertising; it was entertainment that audiences actually wanted to watch. The campaign's success allowed us to repurpose the content across social media, creating GIFs and a dedicated landing page that extended the conversation beyond traditional media.
A new social approach for the Group
We revolutionized the Group's social media strategy by concentrating media investment into focused communication waves. Each wave centers around a dedicated concept with creative assets specifically tailored to achieve distinct objectives.
For Cannamela, we launched "The Transparencers"—a campaign featuring dedicated shoots that illuminate their production chain—and "Ricette dell'eccellenza", which elevates the brand's premium positioning through sophisticated, high-quality recipe content.
Meanwhile, Polenta Valsugana benefited from "Una polenta per 2", a YouTube format starring The Pozzolis Family that brought warmth and relatability to the brand, alongside "Il pacco da SU", a campaign that celebrates Italian flavors and the versatility of Polenta Valsugana, featuring the creators of Casa Surace.
A design system with a contemporary flavor
We gave the digital presence of Polenta Valsugana, Cannamela and Pizza Catarì, a complete makeover—one that tastes as good as it looks.
Starting with a fresh, contemporary visual identity, we reimagined each website to deliver clearer navigation, faster load times, intuitive user experiences and new content that enhances the legacy of these historic brands.
Behind the scenes, we created a 'one-for-all' design system and completely restructured the CMS and back-end architecture, while crafting thoughtful micro-interactions and smooth scroll-based animations that enhance the user journey. The result? Websites that don't just look modern—they feel effortlessly engaging.
For Cannamela and Polenta, we went a step further by rescuing their recipe archives from outdated systems and seamlessly integrating them into the new platforms. Now users can effortlessly discover their next culinary adventure through smart filtering by category, difficulty level, and ingredients—turning recipe browsing into an experience worth savoring.
Inspire + Transform +Inspire + Transform +Inspire + Transform +
Let's work together
There’s no such thing as an impossible project.
Hit us up and let’s get to work.
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Viale Francesco Restelli 1, 20124 Milano
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