Alimenta o Prazer
Client: Milaneza
Discipline: Advertising
The idea
As a leading brand, attentive to market trends and the expectations of its consumers, Milaneza has decided to launch a new, more refined range, which meets the origins and the authentic, which is achieved through a different process in the manufacture of pasta. This gives them unique characteristics such as a more artisanal appearance, a paler color, and a rough texture with a much greater ability to retain sauces, enhancing, even more, the richness of the flavors that accompany the pasta. After carrying out some focus groups, we concluded that the more people enjoy cooking, the more they would value this Milaneza innovation. From there we came up with the idea of having someone with a reputation as a chef to influence all the "foodies" who understand that the magic lies in the small differences in the products used in each recipe. That's when the partnership with chef Jose Avillez emerged who was the team's choice from the first moment. That's because, from the outset, we thought it made sense to associate this new range of differentiating pasta with one of the most renowned Portuguese chefs, synonymous with perfectionism, know-how, demand, and high quality. A perfect alignment between the new range and the expert profile of chef José Avillez. Sophistication, perfection, detail, and pleasure. The campaign tells a story with two protagonists: chef José Avillez and Milaneza pasta in Bronze Mold. As he does every day, the chef dedicates himself to preparing a unique dish. Unique in its ingredients. Unique in its presentation. Unique in its flavor. Carefully prepare it with the new Milaneza Molde de Bronze clays. But, contrary to what one would expect, at the end of the day, the chef prepares everything, not to serve one of his customers but... himself. That's why we called this production "The most demanding critic" Sales of the bronze mold range exceeded initial expectations, making it necessary to reinforce production and giving Milaneza the challenge of considering expanding its portfolio.
