To the Moon and fresh
Client
Pan di Stelle
Mulino Bianco
Industry
Food
For summer 2024, Mulino Bianco and Pan di Stelle launched special editions of Cuorcake and Mooncake, designed to refresh summer moments. The goal was to capture both loyal customers and new audiences' attention to drive seasonal sales, positioning these products as irresistible treats for the hottest days.
Problem
As summer approaches, the market becomes especially competitive. Mulino Bianco and Pan di Stelle needed a communication strategy that would make Cuorcake and Mooncake the ultimate summer snack. An integrated campaign bridging digital and physical touchpoints could reinforce these products as essential summer choices. How could Cuorcake and Mooncake be elevated to must-have treats that stand out among other seasonal offerings?
Solution
We crafted an integrated campaign centered around a unique macro concept: “Gustami fresco.” This narrative unfolded through a digital-first experience, amplified by a large-scale OOH strategy. With a high-impact presence in key high-traffic areas like the Domination takeover at Milan’s Cadorna station, we generated immediate visibility, positioning the products as symbols of summer freshness.
On the digital front, we created an engaging social media strategy, tailored to each brand’s unique voice, that introduced Cuorcake as the perfect choice for those seeking a light and refreshing treat on hot days. To deepen engagement, we developed an online guide, the “Guida Freschissima,” offering fun consumption ideas, summer activities to enjoy with family or friends, and creative ways to personalize the Cuorcake and Mooncake experience, making every snack a special moment.
This combination of digital and OOH activations created a seamless, 360-degree brand experience, building a continuous connection across touchpoints and transforming Cuorcake and Mooncake into the summer’s must-have treats. The campaign reached the audience in a meaningful, comprehensive way, fulfilling their desire for refreshment and versatility, and positioning these products as the ideal summer choice.
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