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Fiorucci Adverts & Commercials Archive

THE PROFITEERS


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Credits & Description:

Advertiser: FIORUCCI FOOD
Agency: McCANN WORLDGROUP
Category: Best Launch or Re-launch
Advertising campaign: THE PROFITEERS
Agency Producer: Fabio Cimino (McCann WorldGroup Italia)
PR - Media Relation: Celeste Bertolini (McCann WorldGroup Italia)
Digital Copywriter: Jan Mattassi (McCann WorldGroup Italia)
Account Supervisor: Moony Cusano (McCann WorldGroup Italia)
Project Manager: Sara Deste (McCann WorldGroup Italia)
Social Media Consultant: Pasquale Ascione (McCann WorldGroup Italia)
Executive Creative Director: Alex Brunori (McCann WorldGroup Italia)
Account Executive: Arianna Tota (McCann WorldGroup Italia)
Copywriter: Fabio Bartolomei (McCann WorldGroup Italia)
Strategic Planner: Federico Lodolini (McCann WorldGroup Italia)
Copywriter: Francesca Pagliarini (McCann WorldGroup Italia)
Executive Producer: Francesco Pistorio (Mercurio Cinematografica)
Creative Director - Art Director: Gaetano Del Pizzo (McCann WorldGroup Italia)
Head Of Strategy - COO: Gianluca Ruggiero (McCann WorldGroup Italia)
Editor Case Video: Guido Chiefalo (McCann WorldGroup Italia)
Director: Nico Perez Veiga (Mercurio Cinematografica)
Music Composer: Riccardo Cimino (Suoni)
Client Director: Roberta Cutuli (McCann WorldGroup Italia)
Art Director: Cristiana Guidi (McCann WorldGroup Italia)
Digital Art Director: Riccardo Daverio (McCann WorldGroup Italia)

Strategy
We did find a very relevant insight in corruption. In Italy, in fact, corruption is a serious issue that affects politics as well as all aspects of public life; and it was the main topic during the 2013 national election campaign, after decades of Berlusconi. As cold-cuts were often used in the past as bribes, corrupted politicians are said “to eat pork”. Spot on. That’s why we decided that it was the right time for a campaign on corruption, featuring cold-cuts as a substitution for money. Our purpose was to underline Fiorucci’s irrestibility while drawing attention to the critical issue of corruption.

Execution
Our first part of the plan was to draw everyone’s attention on the TV Commercial that was going to be aired on the election day. One week before, we started guerrilla activities: thousands of mortadella slices with the writing “Eat this pork too” were sticked on electoral posters and put inside electoral forms. Two huge mortadellas were placed outside the government building with the same clear message to the politics: "eat this pork too". On election day, our 90's mockumentary about corruption in Italy aired on TV and online. The film was discussed on cult TV programmes, blogs and dailies and spread online. In fact, we supported it with a Facebook page, "Power and cold-cuts". Everyday, inspired by the news in Italy, a discussion about corruption was ignited. The PR team worked with the social and media ones adjusting in real time social media push, tone of voice and arguments.

Effectiveness
All the activities were widely covered in the news, both on offline and online major news programs. The film had nearly 2.5 million online views in two weeks becoming the most viewed Italian commercial ever on YouTube ever. The Facebook page achieved a whopping 200% engagement rate, involving more than 700,000 users in a heated debate in which 75% of the people embraced the campaign and supported it. Fiorucci obtained a PR coverage worth 1.2 million euros,which translates into a ROI of +3,700%, and reached a vast part of the Italian population (15% both online and offline), making this campaign one of the most talked about ever in Italy.

Relevancy
Our goal was the market relaunch of Fiorucci, a once popular cold-cuts brand that had been silent for years. The brand awareness was low and the product, despite the good quality, out of shelves and consumer's top of mind. A high-impact campaign, relevant to the Italians, was needed, able to generate buzz and raise the awareness. Since the available media budget was not enough to buy the needed coverage, it was clear since the beginning that we needed a relevant earned media coverage and thus PR appeared as not only a crucial part, but the focus of the whole operation.

Client Brief Or Objective
Awareness was the main KPI. The client asked us to make people in Italy say "Fiorucci is back". As soon as we started research and planning we realized how difficult this task was. The brand was really out of consumers' top of mind and the distribution of the product, although a good quality one, very scarce. So it appeared evident since the beginning that we needed to plan an operation able to make people talk of the brand even out of the food category in itself, generating a wide buzz and a relevant earned media coverage.

Campaign Description
Our goal was the market relaunch of Fiorucci, a cold-cuts brand that had been silent for years, with a high-impact campaign. The media budget was not enough to buy the needed coverage. We needed earned media and PR appeared as the focus of the whole operation.Insight: Italy is one of the most corrupt countries in Europe and corrupt politicians are said to “eat pork”, because cold-cuts were used in the past as bribes. We decided then to ran a campaign during the political elections to expose the issue of corruption.We started sticking slices of mortadella on election posters with the line “Eat this pork too” and put them inside voting forms. Two huge mortadellas were placed just outside the government building to provoke media. Then on election day we aired online and on TV a 90's mockumentary about corruption which was, as we hoped, banned by the authorities from television.The film spread online and sparked a heated debate on corruption. We supported it with a Facebook page entitled "Power and cold-cuts". Everyday, inspired by the news in Italy, a discussion about corruption was ignited, activating what was to become the largest online political debate in Italy. All the activities were widely covered in the news, both on offline and online major news companies. The film became the most viewed Italian commercial ever on YouTube. Fiorucci obtained a PR coverage worth 1.2 million euros,which translates into a ROI of +3,700%, and reached a vast part of the Italian population (both online and offline), making this campaign one of the most talked about ever in Italy.

The Case study titled THE PROFITEERS was done by McCann Rome advertising agency for product: FIORUCCI FOOD (brand: Fiorucci) in Italy. It was released in the Feb 2013.
Brand name: Fiorucci
Product: FIORUCCI FOOD
Agency: McCann Rome
Country: Italy
Category: Grocery and Other foods
Released: February 2013

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