Kobus Smit, Parmalat group marketing executive, says: "The new corporate campaign mirrors the way consumers see us. Through research we found that consumers are very impressed with Parmalat. They think our products are of high quality, our products look great and we are always doing new things. So, to them, Parmalat is fresh."
According to Smit the challenge was to find refreshing new ways to express this: "This campaign endorses what consumers think of us, by showing them that we bring the freshness of the farm right into their homes and their everyday lives."
The television commercial, titled 'Fresh in the City' was created by Ogilvy Cape Town and directed by Giaco Angelini. Parmalat took a fresh approach by bringing nature into the urban world and the ad airs throughout October and November.
Colour forms a powerful component of the new campaign's look and feel, and frosted images demonstrate Parmalat's 'delectable' side.
For the in-store campaign elements, the top 50 stores nationwide have been targeted with a combination of activities, ranging from new-look shopper stoppers to wet-dems and tastings of selected Parmalat products over peak periods.
"It is of utmost importance to recognize role of staff for the key role in creating something fresh," says Smit.
"Consumers are paying Parmalat a great compliment by saying we are 'fresh'. But they are also challenging us. They expect us to forever be the freshest in product, in looks and in thinking. Only through continued team-effort, dedication and having open, challenging minds can we live up to these high expectations."
