Tactical and strategical OOH

The brand Polli is present on the italian market since 1872. It offers pickles in oil or vinegar, aperitifs snacks and cooking aids.

It adds to its offer a line of 7 high quality pestos , made with typical Italian DOP ingredients such as different cheeses and fresh basil from the meadow.

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The ADV launch campaign is an OOH. In order to maximize visibility the media buys is concentrated on 300 positions on the urban territory of Milano, during Christmas season.

It consists in very different formats: the small city box presiding over the whole city and the digital positions, some of which of notable dimensions, outside the most central subway stations.

It is a multisubject copy-ad campaign: one for the announcement, one for the range and one for call to action.

The graphic artwork develops the utmost consistency with the brand identity:

red background and white types like the classic red lid Polli. The lay out is essentially a packshot made with a selection of 4 SKUs out of 7.

The whole is resulting in an highly recognizable launch-tactical campaign which, besides presenting the new Pestos line, push the brand same way as an institutional brand campaign.