GranTerre was created by bringing together Grandi Salumifici Italiani and Parmareggio. This is the only large Italian company that combines together excellence in cured meats brands and mature cheeses brands namely Parmareggio, Teneroni, Gran Tenerone Senfter and Liberamente. A marriage of knowledge and skills that aims to provide consumers with all the flavours of the typical products from different regions, and a great dream for the future: to become the reference point for the gastronomic excellence of cured meats and cheeses.
The new group, GranTerre organised a tender to assign all communication initiatives and this was won by the Armando Testa agency, already a partner for the Grandi Salumifici Italiani brand. The creativity of the multimedia campaign uses an immediate and memorable symbol to showcase the wide range of flavours, varieties and specialities: a chopping board. The chopping board of quality delights. It stands out in the symbolic GranTerre valley, and represents the coming together of the excellence of the individual brands, showing not only the fine cured meats and mature cheeses but also their history, and their exclusively Italian skill and know-how. The chopping board is an icon of a land without borders, above it there is a farm house, the heart of craftsmanship and home of the people who work hard in the fertile and generous GranTerre lands.
The chopping board holds the whole communication together. It starts off on TV with two commercials, one dedicated to Grated Parmareggio and the other to Gran Tenerone, where the protagonists welcome us to GranTerre, inviting us to discover the top quality of two of the delights on the chopping board.
The idea this heart of excellence is further emphasized by the soundtrack: Grande Grande Grande by Mina, a classic Italian song, reworked and specially resung by the music production company “Quiet, Please!”
The campaign will be on air from 5 March on main TV channels, Radio, Digital and Social media.
Executive Creative Direction: Nicola Cellemme, Georgia Ferraro
Creative Team: Cristina Macchi, Chiara Demichelis, Marcello Maiorana, Mariacarmen Ranieri
Head of Strategy: Guglielmo Pezzino
Strategic Planner: Matteo Belcastro
Client Director: Emanuele Cicogna Mozzoni
Account Team: Chiara Simone, Matteo De Donà
Production Company: H7-25, Filmgood, Quiet,Please! e Screenplay