The Italian Association of Confectionery and Pasta Industries (AIDEPI) operates two international trademarks, Pasta Italia and Dolce Italia, which work to identify and protect authentic Italian pasta and confectionery brands in foreign markets where non Italian food companies often use Italian colors and branding to market their products. The trademarks are well know in in Europe, but the AIDEPI organization needed a new identity to enter the United States market that could serve as a base to educate American consumers on the organization, and the importance of buying truly authentic Italian foods.
AIDEPI enlisted dpgw to create a campaign to successfully introduce Pasta Italia and Dolce Italia to the American market, and provide a space for AIDEPI to educate American consumers on history behind Italian pasta and confectionery food groups. dpgw created Pure Italian, which brought the beauty, simplicity, and traditions of Italian pasta and confectionery brands to life in the United States.
• Website Development
• Social Media Management
• Digital Brand Launch
DEVELOPING AN UMBRELLA OF ITALIAN HERITAGE
Pure Italian required a strong logo that represented the unique Italian companies supported by AIDEPI, and conveyed an authentic Italian essence to American consumers. After studying the Italian brands under AIDEPI, and understanding the deep connection between Italian culture and food, dpgw created the Pure Italian logo, which was embraced by the AIDEPI as their universal banner for the American market.
ACTIVATING PURE ITALIAN WITH PROFESSIONAL LA CHEFS & LOCAL STUDENT ARTISTS (VIDEO)
dpgw partnered up with professional Los Angeles based chefs and local artists to create a number of branded videos for the Pure Italian campaign. Work included cooking lessons inspired by the "Tasty video" trend, and complex stop motion animations created in collaboration with local student artists that used only Italian pasta and confectionery items to tell the story of authentic Italian food making its way to the U.S.
CREATING A LANDING ZONE FOR NEW CUSTOMERS (WEBSITE)
dpgw created a digital space for Pure Italian to educate American consumers on traditional, authentic Italian pasta and confectionery products. The site held information about the AIDEPI organization, the purpose of preserving authentic Italian brands overseas, and Pure Italian content created by the agency.
The Pure Italian website held authentic Italian recipes users could make with AIDEPI brands.
The Pure Italian campaign was an information-first approach to brand development. It was important that viewers received detailed information about the difference between foreign vs authentic Italian brands, so that they truly understood the benefit of purchasing true Italian produce.
MAINTAINING NEW ENGAGEMENT WITH SOCIAL MEDIA
dpgw led a social media campaign parallel to the video and website launch to retain new followers to the Pure Italian brand. The social media campaign maintained an information-first approach to content creation. The dpgw team spent weeks learning about each brand and Italian product to find new, engaging information to inform foodies that flocked to the page.
After the successful launch of Pure Italian, dpgw continued to provide support to the AIDEPI organization including the proposal of secondary campaigns to complete under the newly established Pure Italian brand. dpgw presented AIDEPI with Little Bakers, a direct marketing campaign that would activate family units, camps, and after-school programs to further inform American consumers about authentic Italian products, and provide the next generation of American early access to AIDEPI companies.