Cannes Lions

THE PROFITEERS

McCANN WORLDGROUP, Milan / FIORUCCI FOOD / 2013

Awards:

2 Bronze Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Our goal was the market relaunch of Fiorucci, a cold-cuts brand that had been silent for years, with a high-impact campaign. The media budget was not enough to buy the needed coverage. We needed earned media and PR appeared as the focus of the whole operation.

Insight: Italy is one of the most corrupt countries in Europe and corrupt politicians are said to “eat pork”, because cold-cuts were used in the past as bribes. We decided then to ran a campaign during the political elections to expose the issue of corruption.

We started sticking slices of mortadella on election posters with the line “Eat this pork too” and put them inside voting forms. Two huge mortadellas were placed just outside the government building to provoke media. Then on election day we aired online and on TV a 90's mockumentary about corruption which was, as we hoped, banned by the authorities from television.

The film spread online and sparked a heated debate on corruption. We supported it with a Facebook page entitled "Power and cold-cuts". Everyday, inspired by the news in Italy, a discussion about corruption was ignited, activating what was to become the largest online political debate in Italy.

All the activities were widely covered in the news, both on offline and online major news companies. The film became the most viewed Italian commercial ever on YouTube. Fiorucci obtained a PR coverage worth 1.2 million euros,which translates into a ROI of +3,700%, and reached a vast part of the Italian population (both online and offline), making this campaign one of the most talked about ever in Italy.

Execution

Our first part of the plan was to draw everyone’s attention on the TV Commercial that was going to be aired on the election day. One week before, we started guerrilla activities: thousands of mortadella slices with the writing “Eat this pork too” were sticked on electoral posters and put inside electoral forms. Two huge mortadellas were placed outside the government building with the same clear message to the politics: "eat this pork too". On election day, our 90's mockumentary about corruption in Italy aired on TV and online. The film was discussed on cult TV programmes, blogs and dailies and spread online. In fact, we supported it with a Facebook page, "Power and cold-cuts". Everyday, inspired by the news in Italy, a discussion about corruption was ignited. The PR team worked with the social and media ones adjusting in real time social media push, tone of voice and arguments.

Outcome

As a result, Fiorucci obtained a PR coverage worth 1,2 million Euro, which translates into a ROI of +3,700%, reaching a vast part (14%, all of which in our target group) of the Italian population (both online and offline). On Social Media, this activity fed an editorial plan that was able to transform the campaign FB page in one of the most active political forum during elections, with a whopping 200% engagement rate. 75% of the users heavily supported the campaign, which became one of the most talked about ever.

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