Italian cuisine in 20 sec
For a long period of time Dolmio brand tried to persuade Russian housewives start cooking Italian dishes. For example, Bolognese. However, this strategy didn’t work and Russia remained “a mayonnaise country”.
We turned to Millennials who don’t have established cooking habits. Proximity came up with simple recipes of Russian-Italiand ishes – for example, Sausisonni, Chickeniatta, Buckwheatto – and promoted them through digital channels.
The brand significantly increased its sales in the regions where the campaign took place. The creative concept was applied to other channels, including product pack and POS-materials. The campaign won the Effie Awards Russia (“Food” category).