S.Martino, a Cleca brand, produces a wide range of preparations for desserts and sweet and savoury baked products. The company contacted us to create a TV ad for them to enhance their brand awareness.
Aim: to boost the brand's reputation and illustrate the extensive range of products and the many opportunities available for enjoying them.
The fun, snappy script with rhyme and repetition emphasized the name of the brand. The music was catchy while the exclusive sound signature, designed to underline and make the logo and slogan more memorable, has been used by the brand in all its later communication campaigns.
The 10-second ad, with its high-speed voice over, illustrated the variety of preparations, the opportunities we have to enjoy them and the recipes. It summed up the key feature of the products: namely that they offer a variety of quick and easy recipes to a wide public which can be enjoyed any time of the day.
The advertising strategy involved broadcasting the ad on targeted programmes on mainstream and Rai digital terrestrial channels with customised themed branded boxes. It was also reproduced on-screen during Rai programmes and the campaign was integrated with the web planning on Rai.it and RaiPlay.it.