Make the world more “right” (as the brand name in Italian), through a tasty, light and especially Italian sandwich. The first topic for the offline campaign is based on 3 key concepts:
- The importance of delivery during the pandemic. A service that reaches the home of those who cannot go out, bringing them a sensory journey
- The use of famous paintings evokes a visual identity typical of our country, rich in works of art. The painting is a further reminder of the journey: Panino Giusto brings art in our daily life and on our table
- The pun of the words “giusto/gusto” (right /taste in Italian) acts both as a cognitive interaction with the viewer and as a call to action. It reminds us what is right: not only staying home, but staying home enjoying the right sandwich.
Italianness is also central in the online campaign. To enhance the page, the food is combined with photos of our territory. This is an invitation to a sensory journey, which is the only kind of journey that has no limitations during the pandemic. Italianness also returns in the central posts: carousels that shows the pronunciation of the name of the sandwich (just as it happens on Italian dictionaries) and its description, with the recipe for the sandwich in the caption.
- (Art Direction)