Goals and objectives
The “Henri & Sirly in Italy” campaign was designed to deepen consumer connection and enhance Mutti’s brand equity by immersing audiences in a compelling culinary experience through brand entertainment.
Instead of relying on traditional advertising formats, the campaign centered around a television and online video series that celebrated the principles of slow food, showcasing the passion, quality, and authenticity at the heart of Mutti’s brand.
The series was broadcast on TV and online video platforms, and further amplified through social media and native advertorials. By bringing Italian slow food culture to life, the campaign aimed to foster an emotional bond with viewers and shift brand perception beyond product messaging to a more experiential, lifestyle-driven narrative. Key performance indicators included improvements in brand closeness and desire, alongside digital engagement metrics, social media interaction, and viewership data.
