For 70 years, ORO di Parma has brought passion and the essence of Italian living into our kitchens. Sun-ripened tomatoes from Italy are carefully processed into passata, tomato paste, and sauces. The red ‘gold from Parma’ is given enough time to create the perfect balance of sweetness and acidity, because, as an Italian proverb says, Presto e bene non vanno insieme – quickly and well do not go together. You can taste this care and experience, which is what makes ORO di Parma the number one choice in the kitchen.
How does ORO di Parma best convey this passion to consumers? Clearly through the big screen. Because this is where emotions are generated, and in the case of this campaign, certainly also the craving for delicious Italian food.
Our collaboration at a glance
- In early summer 2024, we had the pleasure of planning and executing a Connected TV campaign for ORO di Parma.
- The primary focus was on singles, couples, and families aged 29-49 who place great value on brands and high-quality ingredients when shopping.
- Several targeted spots were produced to ensure optimal audience engagement by capturing typical everyday situations (Italian moments): the child coming home unexpectedly early from school, a date night with a partner, or friends meeting for sports who now want a quick bite to eat.
- The campaign spots ran for three weeks on Amazon Prime, Netflix, Disney+, as well as Sky and RTL+.
- Depending on the provider, a slightly different mix of targeting was chosen to balance cost optimization (and thus reach) on the one hand, and optimal audience engagement on the other. This allowed us to achieve not only maximum reach but also above-average view-through rates.
4 CTV-Spots scecified for different target groups
My Italian moment: The child returns from school earlier than expected
My Italian moment: Romantic date night with my partner
My Italian moment: the friends of mine come to a quick dinner before starting out to the gym together
