CAMPAIGN TO RAISE AWARENESS OF AGRI-FOOD CONSUMPTION
strategy, art direction, advertising campaign, video, graphic animation, copywriting, social media marketing
How can the new generations be made aware of and educated in the principles of conscious eating, sustainable agriculture and the enhancement of a region’s agri-food heritage?
Linfa - Special Agency of the Marche Region Chamber of Commerce, committed to promoting the products and companies of the agri-food sector of the Marche Region, asked us this question.
A multi-subject video campaign on the social network most loved and used by the younger generations: TikTok.
We developed a concept capable of conveying a strongly institutional message in an original, fresh and ironic way, exploiting the language and content creation tools of the platform to stimulate the participation and active involvement of users.
Through the campaign, we wanted to build a new storytelling: eating local products is not only healthy, but also fun!
Six videos dedicated to the agri-food categories of excellence in the Marche region - meat, milk, fruit and vegetables, pasta, oil - and to the region’s great tradition of organic farming.
The foodstuffs were represented by funny cartoon characters, protagonists of animated sketches that reflect all the quality and genuineness of the products of the Marche region, also highlighted by the various final calls to action.
Speak as you eat
In order to characterize the territoriality of the countryside and represent the plural soul of the Marche Region and its agri-food heritage, we asked some top Marche tiktokers to dub the characters using the different dialects of the Marche provinces.
The sound and narrative gimmick of the dialect, in addition to ensuring greater representativeness of the territory and creating a direct link between the products and their geographical area of origin, established an empathetic and emotional bond with the users, stimulating their sense of belonging and territorial pride.
A few hours after the launch of the campaign, the videos generated thousands of views, comments and shares, encouraging the creation of a real fan community.