From brief
To communicate the brand’s new positioning — “There are many ways to feel like a family. Love is the first ingredient” — through an integrated campaign.
To love
We developed the cross-media campaign “Dillo con Philadelphia”, engaging multiple touchpoints — branded entertainment, OOH, events, digital, and in-store activations.
The brand’s message reached the squares of Milan, Bologna, and Naples through special food trucks, where people could send a sandwich with a personalized message to those they consider family.
We involved branded bikers for surprise deliveries, created a mini-site for sending e-cards, and amplified the activation online with Casa Surace, who humorously portrayed the many forms of being a family.
