The onset of 2024 sees the initiation of a fresh television communication campaign for the Cirio brand in the United Kingdom, a pivotal market for the historic Conserve Italia-owned label. This campaign distinctly spotlights the superiority of 100% Italian tomatoes.
The recently launched 30-second advertisement, “Cirio, The Heart Of Italy In Your Home,” has been airing on prominent British channels for several days. This is complemented by an extensive multimedia strategy encompassing traditional television broadcasts, streaming platforms, and digital channels. The ongoing collaboration with the distinguished ambassador for Cirio in the UK, James Martin, the celebrity chef from the ITV Saturday Kitchen program, remains in place. Martin has been a longstanding collaborator with the Italian tomato specialist, significantly enhancing the brand’s resonance among British consumers.
Within the new advertisement, James Martin is showcased in his renowned kitchen, seamlessly integrating “the Italian heart into British cuisine” while telling the story of “Cirio Farmer-Owned.” This premium brand is under the ownership of numerous Italian farmers. Through Martin’s narrative, the values of meticulous care, unwavering dedication, profound passion, and unwavering commitment to quality are underscored. These are the values exemplified by the producers – proprietors of the Cirio brand through the cooperative supply chain managed by Conserve Italia. Their goal is to present the pinnacle of Made in Italy tomato excellence to British consumers.
Scheduled to run until March 3, the television spot is poised to reach eight million British households, yielding a total of 50 million impressions, supplemented by an additional 22 million digital impressions.