Since 1985, Forno d’Asolo has been one of the major operators on a national level in the sector of baked products and frozen pastries, with ongoing expansion of its international market.
It requested our services for marketing and communication strategies to reposition its brand. Our solution was a project based on a marketing mix that aimed to create strong identification between the company and internal stakeholders—sales network and agents—and between the company and its customers, right through to the consumer.
All the communication was devised to emphasise the values linked to the brand, such as its Italian style, tradition, genuineness, and attention to ingredients. These values were highlighted by careful details during the photo shoots, with, for example, the use of lace in the sets, to provide a strong immediate reference to refinement, the art of handicrafts and attention to authenticity.
We followed the same mood also for the website, a real platform where the UX is based on a logic of access to content according to “multiple criteria” and “multiple needs” that easily and immediately guide the different targets with their different approaches towards the product. This was accompanied by intense press office and social networking activity.
The project also included study of a format for communicating the brand in restaurants, bars, coffee shops and bakeries and development of the Academy, for which we also supervised the architectonic part. This in-company school was founded with the aim of accompanying clients along a path of growth with tips on baking, enhancement and display of the product and strategies for acquiring new customers.