Amadori launches “Sarà perché ti Ama”, the new consumer-focused communication campaign

Amadori is back on air with the campaign “Sarà perché ti Ama” through which it puts the new products and outstanding qualities of its offering centre stage, with an increasingly authentic narrative that is closer to consumers, starting precisely from their perspective.

The creative concept

For the campaign, Havas Milan developed a strategy and creative concept drawing on the trust that Amadori has built over time, interpreting the brand from the consumers’ perspective. The story is based on a form of love that we can all recognise: the kind expressed through food. The campaign, in fact, communicates not only what Amadori represents, but also highlights what people seek and appreciate in its products: quality, variety and freedom of choice and, last but not least, care.

The care that each person puts into preparing something good for themselves and others, the same care that Amadori brings to Italian tables every day. The featured products – the Il Campese chicken Qualità 10+, Le Birbe Original and the Polpettine Classiche (which from October will make way for the new CuoRipieni, the first filled poultry meatballs) – naturally fit into the story, becoming co-protagonists.

An iconic song

Further strengthening the creative concept is the rearrangement of the iconic song “Sarà perché ti amo” by Ricchi e Poveri, which becomes the campaign soundtrack, with a simple and immediate play on words: from “ti Amo” to “ti Ama”, because love becomes what connects people with Amadori every day. For the campaign, the song was rearranged by Smider in a fresh, contemporary version that retains the original’s emotional impact and recognisability. The advert was directed by Francesco Quadrelli.

“We started with the strength of ‘Gente che Ama’ to take love beyond the brand and into people’s lives. The strategy puts centre stage what makes a brand truly desirable today: not only quality and reliability, but also satisfaction, joy and the ability to make an ordinary moment special. Food is a love language for people,” comments Alasdhair Macgregor Hastie, VP & executive creative director at Betc Paris and creative chairman at Havas Milan, who continues: “The creative execution translates this vision into an authentic story, built through everyday gestures and a strongly food-oriented visual language that is intense and contemporary. Close-up shots, sizzling sounds, drizzles and deliberately tactile details place the products centre stage, enhancing their taste and appeal. The result is a recognisable, popular and versatile platform, designed to accompany Amadori over time and across all touchpoints.”

The channels

Designed as an integrated, multichannel platform, the campaign will be on air until 5 December with several flights throughout the autumn season in formats 60’’, 30” and cut-downs of 20” and 15’’ on TV and connected TV, as well as being adapted for social media and print, point-of-sale materials and, for the first time, also on radio to make the most of the soundtrack’s extraordinary memorability.

The comments

“The new campaign highlights the personality and trust that Amadori has built over more than fifty years of history, choosing to tell this story from a genuine perspective: that of the people. Their tastes and moments in life are the protagonists of the narrative,” says Matteo Conti, CMO of the Amadori Group. “The new communication stems from listening and the desire to build an increasingly authentic dialogue with Italians, direct and close to people’s reality, in which everyone can and wants to recognise themselves. In this sense, the choice of music was also easy and natural. ‘Sarà perché ti amo’ represents Italy and Italian identity throughout the world and is capable of conveying our values and identity in a unique and memorable way.”

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.