Pam Panorama, a main player on the mass retail scene in Italy for over 50 years, is one of the few groups in the sector which are still 100% Italian. It chose LIFE as its strategic and creative partner for a nationwide project involving both the brands and their shops.
Aim: to come up with a new positioning in a market where price no longer has exclusive leverage and identify a concept that emphasized the quality of its fresh produce, helping guide customers in their choices and encouraging consumer loyalty..
The new positioning focused on the group's Italian identity and the exclusive values of quality and excellence which are unique to the world of Italian food. The very fact of being Italian is an added value and it was an asset for the brand, allowing it to select the best products for its stores.
We produced four 30" ads to illustrate the brand's high quality standards. The ads took us on a journey through Italy with a refreshing, spontaneous storyline, as we saw professionals, but more importantly, people meeting, conveying a message of wholesomeness, expertise, passion and mutual trust.
The campaign concept was implemented both outdoors, using transit advertising and billboards, and indoors with in-store displays and reproduction on all the promotional material regarding fresh produce.