Italmark: new digital campaign centred on the relationship of trust between customers and producers

Italmark has launched “The signature of freshness”, the new digital campaign devised by Mind:In to promote fresh products in all the supermarket departments.

The project stems from an insight: trust is a fundamental ingredient in the choice of food products. The campaign makes it visible through a video format designed for social media, in which producers become the protagonists of a direct encounter with customers. The fishmonger delivers the fish to the fish counter, the baker the bread, and the farmer the products from the garden: simple gestures that transform the Italmark signature into a sign of guarantee and closeness.

The creativity – as usual in Mind:In’s campaigns – is based on two principles from behavioural science, in this case the Halo Effect and the Authority Bias, used to strengthen the transfer of trust from producers to the brand and make the freshness promise more distinctive. The production also represents an innovative element: all the videos are made using artificial intelligence, without resorting to film sets or actors.

The campaign began in October with the first two episodes, dedicated to the fish counter and the bakery, and will continue until December with new content.

“The challenge was to transform a promise widely used in the sector into something concrete, capable of making an impact,” says Enrico Morandi, founder & and partner of Mind:In. “We worked on the mechanisms of trust and perception, building a simple and immediate story in which the value of the product is also conveyed through the people who make it. Artificial intelligence allowed us to give shape to this idea with an original visual language.”

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.