Crai celebrates 53 years of activity with a TV advert and many local initiatives

Crai celebrates its 53 years of activity with a new TV advert and a wide-ranging programme of local initiatives to share its bond with people and communities.

This is the meaning behind “Crai in Festa”, which features a month of activities, promotions and surprises in the chain’s stores throughout Italy. An opportunity to celebrate a history spanning more than half a century and the relationship built over time with millions of Italians.

The TV advert

The celebrations begin with a TV advert once again featuring Enza and Mario, the faces who have accompanied Crai’s story throughout the year. A choice that gives concrete expression to the campaign’s meaning: recognisable people and situations, and authentic relationships that reinforce the sense of familiarity and closeness that has always characterised the relationship between Crai and its customers. When the doorbell rings and a real Crai employee, Monica Martinelli, appears at the door with a cake and special birthday wishes, the chain’s birthday symbolically becomes everyone’s birthday.

53 acts for local communities

This message is linked to the values that have accompanied Crai since its foundation: Italian identity, proximity and support for local communities. In this context, “53 years, 53 acts for local communities” fits in: the initiative brings together and highlights 53 projects supported during the year for associations, local cultural organisations, parish youth centres and local groups. A way of turning the anniversary not only into an occasion to celebrate, but also into an opportunity to share the concrete commitment that Crai pursues every day.

The comment

“For more than fifty years, our shops have been present in cities, towns and villages throughout Italy, building relationships of trust that are renewed every day. That is why we chose to celebrate our anniversary together with our customers and the local organisations that have helped write Crai’s history. ‘Crai’s birthday belongs to everyone’ perfectly captures the spirit of the campaign: a celebration that is not only about promotions, but about sharing and gratitude towards the people who choose Crai every day and are part of it. With the 53 acts, we wanted to continue a commitment that we pursue throughout the year, supporting associations, projects and initiatives capable of generating tangible value for local communities and our territories,” comments Federica Palermini, Marketing Director of Crai.

The communications plan

The campaign is supported by a comprehensive national and local communications plan: television advertising on the main national broadcasters, including Mediaset, Rai and Cairo networks, is complemented by radio adverts, activities across digital and social channels, the website and initiatives developed in local communities.

The store remains at the heart of the initiative. Throughout October, Crai stores will be dressed for the occasion with dedicated materials, promotions, tastings and local events, becoming the place where people can take part in “Crai in Festa”.

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.