What you will find in the article:
- Giana has launched its first advertising campaign, “Giana mia!”
- The campaign focuses on the simple preparation of tasty meals
- The advert will appear in the Czech Republic and international markets
- It focuses on everyday cooking situations
- The creative concept includes television and online adverts
The Giana food brand, part of the Gaston group, has launched its first advertising campaign. The new communication concept, entitled“Giana mia!”, developed by McCann Prague, aims to boost brand awareness and associate the brand with the promise of simple preparation of tasty meals. The campaign was launched in the Czech Republic in mid-August and will gradually roll out to other international markets where Giana operates.
The creative concept is based on everyday situations at home when a meal needs to be prepared quickly for a large number of people. The exclamation “Giana mia!” is intended to represent a spontaneous reaction to a delicious meal in the campaign.
“We didn’t want to pretend that every dinner takes place on a terrace overlooking fields of lavender. Real life is more interesting – when someone turns up with more hungry mouths to feed, or you find yourself cooking at an unexpected hour. A small, everyday complication can thus lead to a simply brilliant meal and our ‘Giana mia’ moment,” explained Jindřich Jinoch, Creative Director at McCann Prague.
Video: Giana brand advert; Source: Gaston
Video: Giana brand advert; Source: Gaston
According to the client, the campaign is intended to help boost brand awareness; whilst the brand’s products are well-known amongst consumers, the brand itself has not yet been promoted to any great extent. “We’ve been on the market for a long time and our products have a firm place in households. Now we want people to get to know Giana better as a brand. That’s why we were looking for a simple concept that we can build on in the long term and across our markets,” said Kristýna Solařová, Marketing Manager at Gaston.
Luboš Rezler directed the adverts. The campaign emphasises the preparation of food and the resulting dishes, complemented by dynamic editing and sound design. The soundtrack features the song ‘Ma Che M’Importa’ by Giorgio Prince from the 1960s.
The campaign comprises two 20-second television and online adverts, sponsored messages and content for social media. The campaign will also feature outdoor advertising, print adverts, point-of-sale materials and further social media activities. Some digital formats were created using artificial intelligence tools.
Source: mediaguru.cz