Gran Pavesi launches “Once you open them, you can’t stop”, the new campaign dedicated to its snacks

Gran Pavesi has launched “Once you open them, you can’t stop”, the new advertising campaign dedicated to its snacks, created together with Auge Communication.

A campaign that chooses an unconventional way to convey the taste and crunchiness of Gran Pavesi snacks: showing all the attempts, even the most ingenious ones, that we come up with to try not to eat them all.

In the advert, this irresistible temptation comes to life through a variety of situations.

During an aperitif, a girl is forced to ask her friend to move the Sfoglie away. In the office, a “boss” used to keeping everything under control discovers that she has one weak spot: a packet of Sfogline Gran Pavesi, which she orders her assistant to make disappear. Finally, a couple resort to a system of tongs and pegs to seal the packet. But the temptation remains, along with a thought: why resist something so delicious? “After all, they’re oven-baked”.

These little everyday battles are narrated by an ironic and conspiratorial voice-over, which amusedly observes the protagonists’ improbable stratagems. The result is a campaign that, with irony, stages seemingly absurd behaviours, but ones that are easy to recognise in ourselves. A story that finds its perfect summary in the message: “Once you open them, you can’t stop”.
The hero film is airing on the main TV channels, accompanied by a 360-degree communications plan devised by Publicis Media involving Dooh, digital and social.

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.