The objective of the Fantino & Mondello fine deli brand was to make a breakthrough and carve out a place in the food market. For Rinaldi, this meant launching the brand, even though it already existed in the shadows.
Rinaldi’s strategy was to touch consumers’ hearts and create a personal relationship with the product, through an endearing, sympathetic and dynamic spokesperson: Stefano Faita.
Print ads, outdoor posters and TV ads introduced the brand. In a humorous TV commercial, Stefano tries to prepare a dish with the new Fantino & Mondello deli product line, but the meats are so tasty that he enjoys them too much and forgets to cook.
Results:
The brand was established on the market and the commercial won the prize in the Gold category, Television Spot, Small Budget between $50,000 and $75,000, for the television launch of the Fantino & Mondello line, at the Summit International Awards.
