In The News Translation – 2/27/17

Advertiser and YouMark feature FCB Milan‘s new campaign for The Green Line Agricultural Society’s DimmidiSì brand.






FCB Milan brings to the table a new, fresh communication strategy, which marks a step forward for DimmidiSì, the leading brand in the field of fresh soups and as a market leader of ready to eat envelope salads.
“The strategy is the daughter of a positioning process in which we applied our methodology linked to behavior change and addressed the growing demand from the target of healthy eating, fresh and tasty. It is on this last point that we wanted to focus our communication emphasizing the pleasure of eating a fresh soup from DimmidiSì. It is good, healthy, and that makes your life easier,” said Paolo Costella, strategic planner at FCB Milan.
DimmidiSì shows the most iconic family picture, telling the story and the table of all the target today. Using her mother to the fun hipster, from children to the new independent woman: every consumer says Yes to the taste of fresh soups from DimmidiSì, singing it to the tune of the old jingle revisited in an even more immersive way.


“We are excited to embark on this new creative path next to a client who is innovating the eating habits of today’s consumers,” adds Fabio Teodori, executive creative director of FCB.
The TV spot, in 15 and 7 seconds will have an extensive schedule on the main national broadcasters and the creative concept will be declined in print, radio and web.