Italian bakery specialist Lago Group is intensifying its international expansion strategy through targeted marketing investments in two of its most critical markets: China and the United States. With the goal of achieving a 5% increase in export turnover by 2026, the company is deploying tailored campaigns to enhance its brand presence and reach new consumer segments.
Focus on the Chinese market
In China, the strategy revolves around the Be-Goodie sugar-free wafer line. Recognizing the growing demand for health-conscious snacks, Lago has launched a series of high-visibility out-of-home campaigns. These include placements in the Shenzhen metro during the Autumn Festival and National Day, followed by extensive coverage in office building elevators across Beijing and Shanghai to capture daily commuters.
Strengthening US brand awareness
Parallel to its Asian efforts, the company is reinforcing its footprint in the US, a market managed through its New Jersey-based commercial branch. Since the beginning of 2026, Lago has collaborated with QNY Creative to revitalize its social media presence, particularly on Instagram. This initiative focuses on educating US consumers on the wafer category, which remains less established compared to traditional cookies, through dynamic content and local creator partnerships.
Investing in strategic growth
“In the US, we need on-the-ground resources to grow brand awareness and properly develop the wafer category,” explains Cristina Segatto, Marketing Director at Bouvard Italia & Lago Group. These strategic investments are essential pillars of the company’s long-term internationalization plan, ensuring that Lago’s unique offering is recognized and appreciated by global consumers.