Leading Italian food company, Cirio, launches a TV advert specifically showcasing its tinned tomatoes range. Created by full-service communications Agency, krow Group, the campaign titled ‘Si’ features British chef James Martin and highlights the benefits of Cirio as the only farmer owned tomato brand.
krow Group was tasked with raising awareness of the Cirio’s unique co-operative model – where its farmers own the brand – and to emphasise the advantages to shoppers who value the quality and provenance of their food. Using the brand’s long-term partner and famous chef – James Martin – as the face of the campaign, the advert takes a fun, fast-paced approach to show how a co-operative farm model delivers better tomatoes produced in a fairer way for everyone involved. The campaign highlights how the brand uses sustainable and ethical practices to produce high-quality, flavourful food and can ensure the provenance and excellence of every tin, giving the best ingredients for cooking.
In the advert, James Martin asks Cirio farmers a series of questions, such as ‘Franco, Cirio farmers oversee the whole journey from seed to plate?’ and ‘being a cooperative means a fair price to everyone, yes?’. To emphasise that Cirio farmers have 100% control over their supply chain, following each question the farmers enthusiastically respond to each question with ‘Si!’.
The campaign is now live on TV and Video on Demand Channels.
Diego Pariotti, Marketing Director, Cirio comments; “We’re really pleased with this new creative from krow Group. It perfectly captures the essence of what Cirio is about through a fun interaction between our farmers and James Martin, Cirio’s brand ambassador.”
Harman Randhawa, Deputy Managing Director, krow Group adds; “It’s been a pleasure to work with the Cirio team on this project and be able to bring to life the story of how Cirio produce its tinned tomatoes. James Martin’s involvement has allowed us to achieve a fun and effective advert that shows the provenance of Cirio products.”
