The Trentingrana rebels take TV by storm
The theme of the “Rebels by nature” campaign is respect, respect for nature, time and people, emphasizing the importance of dedication in giving the cheeses and butter in the Trentingrana PDO, Formaggi Tradizionali and Burro Trentino ranges their flavour, as they contain no preservatives, GMOs or additives, just pride and milk from the mountains.
The new ad, lasting 15 and 30 seconds, features the dairy farmers in the consortium with their combative spirit and pride in who they are and what they do, because their work demands great effort and commitment. Trentino is portrayed as beautiful yet unforgiving. There are no shortcuts for these farmers, just one golden rule: respect for nature and its rhythms and the powerful and sublime region of Trentino.
This unconventional video focuses on people and the importance of hard work, the key to getting results, overcoming difficulties and doing things the only way the people of Trentino know how: to achieve excellence.
The aim of the advertising campaign is to connect with a younger public, as well as reaching out to long-standing consumers. To do this, Life’s media centre came up with a strategy and multi-channel planning involving a variety of media to maximise visibility.
The TV ad will run on Mediaset and Discovery Italia with more than 1000 airings scheduled throughout the day over a four-week period. To support this, the ad will also be broadcast on the main on demand platforms (DiscoveryPlus, MediasetPlay, RaiPlay) and lifestyle, news and food digital platforms. Brand integration will be introduced in 2022 on Food Network during the programme “L’Italia a Morsi”, presented by Chiara Maci.