Fiordifrutta celebrates its 30 years with a restyling, a new range and an integrated campaign

Fiordifrutta, the Rigoni di Asiago, brand celebrates thirty years with a renewed visual identity, the launch of the “The Specialities” range and an integrated campaign.

The new communications platform is summed up by the claim “Fiordifrutta. The greatest invention since fruit”, built around a simple idea: Fiordifrutta’s most natural point of reference is not another preserve, but fruit itself.

The restyling and the new range

To mark the anniversary, Fiordifrutta is presented with a renewed image. The restyling enhances the range’s recognisability through bright, vivid colours and a botanical pattern on the lid, a direct reference to the product’s origins and the variety of its ingredients.

Alongside the line’s most representative flavours, The Specialities, recipes combining organic fruit and selected ingredients in original pairings, are also being introduced. New additions include Peach and Passion Fruit and Apricot and Cardamom, together with options such as Sicilian Primofiore Lemons, Citrus Fruits and Ginger, Mandarins and Turmeric, Strawberries and Wild Strawberries with Mint, Elderberry and Elderflowers. The expanded range interprets Fiordifrutta’s ability to enhance the flavour and characteristics of organic fruit in a contemporary way.

The new campaign

The new campaign, created by Alta, a creative boutique specialising in food & and beverage, develops the positioning through different languages and touchpoints, united by a single creative idea: presenting Fiordifrutta through its relationship with fruit.

In the spot, the product is presented as an invention capable of capturing all the goodness of fruit in a jar and naturally accompanying everyday consumption moments. The story begins in the natural world before entering people’s homes, keeping the product and its simplicity at its heart.

The out-of-home campaign translates the same concept in a direct and immediate way. The jars are immersed in their respective fruits and accompanied by messages such as: “What could be tastier than Fiordifrutta Wild Blueberries? Wild blueberries”. The comparison thus becomes a recognition of the raw material and strengthens the bond between Fiordifrutta and its most authentic territory.

The campaign continues the path begun in Milan with the activation carried out in greengrocers’ shops, where Fiordifrutta was placed among the fresh fruit crates. It was a first chapter that took the brand beyond traditional spaces and introduced the new positioning through a direct experience with the public.

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.