Who has the best salami in the village? Just in time for Christmas, AY&R and Citterio come up with a new brand spot
Who has the best salami in town? Just in time for Christmas, AY&R and Citterio are rolling out a new brand commercial. It’s been a long time since we’ve seen this much Italian flair in TV commercials. First, Signore Lorenzo delighted us with his caffè, and now a
Who has the best salami in the village? Just in time for Christmas, AY&R and Citterio come up with a new brand spot
There hasn't been this much Italianità in TV commercials for a long time. First Signore Lorenzo delighted us with his caffè, now the salami manufacturer Citterio is also serving up a new movie made in Italy. However, it is no longer set in glorified post-war Italy.
Fortunately. Citterio and his agency Advico Young & Rubicam (AY&R) have consigned this ancient vacation backdrop, complete with impressions from Italian cinemas of the 1950s, to the dustbin of (spot) history. And rightly so, because memories of the post-war period tend to evoke bitter feelings, even among Italians.
This background was also decisive for the salami manufacturer and AY&R in the search for the answer to the question: should the brand values of the sausage manufacturer continue to be located in Fiat-Cinquecento-Italy? Over the past four years, Giuseppe Citterio Salumificio SA has relied on the "Shopping List" TV commercial, which embedded the Citterio values of tradition and quality in this romantic Italian image. For the new brand spot, the client finally opted for a time-independent story.
A good three quarters of a year was spent working on the realization, says consultant Margrit Weber - after all, the bar was set high following the internationally award-winning previous commercial. The focus of the new spot is primarily on the authenticity and genuineness of the brand.
The Don Camillo and Pepone-style plot shows two salumeria owners whose shop windows are right next to each other. To a cheerful circus tune reminiscent of Nino Rota, the rivals try to outdo each other in decorating the store and thus winning the favor of the customers. In the end, one of them returns to authenticity, clears away all the clutter and hangs a simple Citterio sign in his shop window.
Although many domestic producers now supply the Swiss market with cheap products, Citterio has managed to maintain its expensive salamis in the shrinking meat market and even grow in this segment, as Weber emphasizes. The long-life sausage, which became famous all over the world as a travel snack for Italian emigrants, still generates the largest sales abroad today. And in the limited Swiss salami market, Citterio is now one of the last brands imported from Italy.
The new TV commercial starts on
December 2 - just in time for this year's Christmas sales. According to Margrit Weber, the Swiss still like to treat their loved ones to a real Italian salami for Christmas - as a festive treat or as a gift. Simone Keller
There hasn't been this much Italianità in TV commercials for a long time. First Signore Lorenzo delighted us with his caffè, now the salami manufacturer Citterio is also serving up a new movie made in Italy. However, it is no longer set in glorified post-war Italy.
Fortunately. Citterio and his agency Advico Young & Rubicam (AY&R) have consigned this ancient vacation backdrop, complete with impressions from Italian cinemas of the 1950s, to the dustbin of (spot) history. And rightly so, because memories of the post-war period tend to evoke bitter feelings, even among Italians.
This background was also decisive for the salami manufacturer and AY&R in the search for the answer to the question: should the brand values of the sausage manufacturer continue to be located in Fiat-Cinquecento-Italy? Over the past four years, Giuseppe Citterio Salumificio SA has relied on the "Shopping List" TV commercial, which embedded the Citterio values of tradition and quality in this romantic Italian image. For the new brand spot, the client finally opted for a time-independent story.
A good three quarters of a year was spent working on the realization, says consultant Margrit Weber - after all, the bar was set high following the internationally award-winning previous commercial. The focus of the new spot is primarily on the authenticity and genuineness of the brand.
The Don Camillo and Pepone-style plot shows two salumeria owners whose shop windows are right next to each other. To a cheerful circus tune reminiscent of Nino Rota, the rivals try to outdo each other in decorating the store and thus winning the favor of the customers. In the end, one of them returns to authenticity, clears away all the clutter and hangs a simple Citterio sign in his shop window.
Although many domestic producers now supply the Swiss market with cheap products, Citterio has managed to maintain its expensive salamis in the shrinking meat market and even grow in this segment, as Weber emphasizes. The long-life sausage, which became famous all over the world as a travel snack for Italian emigrants, still generates the largest sales abroad today. And in the limited Swiss salami market, Citterio is now one of the last brands imported from Italy.
The new TV commercial starts on
December 2 - just in time for this year's Christmas sales. According to Margrit Weber, the Swiss still like to treat their loved ones to a real Italian salami for Christmas - as a festive treat or as a gift. Simone Keller
