Il GranTurchese conquers Milan and Rome with the new “Merendaaa” campaign in 3D

Il GranTurchese has launched “Merendaaa”, the new back-to-school campaign created by St.John’s, on air from 1° September.

At the heart of the creative platform is the name Merendaaa, with the “aaa” becoming a distinctive code in the communication. An immediately recognisable sound, capable of evoking snack time before even describing it: the voice of someone calling from the kitchen, children calling out, the anticipation of a break. The campaign thus transforms a distinctive element of the naming into a true brand language, giving rise to headlines such as “Non è buona, è buonaaa” and the claim “Ci staaa”.

The concept

The idea is to take snack time out of its more traditional settings and place it within real moments of the day. “Ci staaa” thus becomes both a response and an invitation: a snack can fit between a bus and a tram, between one meeting and the next, during an afternoon break or on the way home from school. The campaign therefore does not simply tell the story of a new product, but of a new way of interpreting the consumption moment, more spontaneous, contemporary and close to everyday life.

The 3D displays

It is in this context that the video screens 3D come into play, active from 4 to 17 September in Milan and Rome. In Milan, the content can be seen on Corso Vittorio Emanuele II, in Galleria del Corso and along the Navigli, on Ripa di Porta Ticinese; in Rome, they are located in Piazza della Repubblica, on the Via Nazionale side, and in Piazza Mazzini, in the Prati area. These screens use 3D video technology, with images created by St.John’s in collaboration with Urban Vision Group and designed to [[ARTW_HTMLOPEN_AAAX]bring the product to life and turn it into a visually striking element in the urban environment.

The other channels

The project continues with a digital out-of-home plan covering four cities (Milan, Rome, Naples and Bari) to reach consumers at different moments of urban life, from journeys on public transport to shopping streets. In Bari, the presence also extends to traditional billposting, with 60 billboards from 7 to 20 September. The plan finally extends to connected TV and streaming video environments, with creative developed for the various formats.

Completing the communication plan is an influencer marketing project, developed through a dedicated kit and intended for 100 creators, as well as ongoing activity on the brand’s social channels.

The product also reflects this evolution. Merendaaa maintains a direct link with Il GranTurchese’s identity through its reinterpretation of the biscuit’s iconic pattern, but brings it into a more contemporary and dynamic dimension, associated with breaks and consumption away from home. The range is available in two variants: white chocolate and fresh cream, and cocoa with chocolate chips, the latter lactose-free.

The comments

“With Merendaaa, Il GranTurchese continues to speak to people and make them the protagonists. What truly makes Il Granturchese unique is its consumers, which is why we chose an idea that goes beyond the product and describes and reinterprets an everyday gesture that everyone recognises,” declares Francesco Meschieri, chief marketing officer at Gruppo Colussi.

“‘Today, a snack is a spontaneous gesture that can happen at any time of day: mid-morning, between two meetings, after sport or in front of a TV series in the evening. With Il GranTurchese Merendaaa, we have transformed this truth into a product and a campaign: the unmistakable pattern takes centre stage in the communication, while the three As in the name humorously extend the call of the snack we all know and the desire that accompanies it. From the 3D installations to digital out-of-home, we have brought GranTurchese Merendaaa to the places and moments where snack time truly happens, with a light-hearted, pop language,” says Elisabetta Boccali, global senior brand manager Colussi & Il GranTurchese.

"This project aptly represents the way we like to work: starting from proprietary product and brand elements and transforming them into simple, immediate and memorable ideas. Ideas strong and flexible enough to adapt not only to different touchpoints, but also to different contexts and consumption moments, bringing message, medium and place into dialogue. Merendaaa was born precisely from this approach", comments Domenico Grandi, founder of St.John’s.

“After our first collaboration with Colussi, we are delighted to be working together again on a special project that once again allows us to push the boundaries of out-of-home. With Merendaaa, we have transformed the product into an immersive 3D experience, designed to capture attention and surprise the public in the urban spaces of Rome and Milan. It is precisely through projects like this that OOH becomes increasingly spectacular and capable of establishing a new dialogue between brands, cities and people,” concludes Vito Pace, vice-president marketing & sales di Urban Vision Group.

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.