Le Naturelle: new campaign dedicated to the role of eggs in family life

Le Naturelle, a brand of the Eurovo Group, has launched an integrated campaign dedicated to the role of eggs in the daily lives of Italian families.

Conceived and produced by Tend Global Communication, the campaign unfolds through an omnichannel strategy and is accompanied by a cover of “Viva la mamma” by Edoardo Bennato, performed by Gaia Bennato, the singer-songwriter’s daughter.

The concept

The creative concept associates the egg with the figure of the mother, portraying two familiar presences capable of accompanying different habits and generations: just as the mother represents a point of reference, so too does the egg accompany everyday life, recipes and shared family moments. This idea gives rise to the storytelling of the TV film and social video content that recounts the passing of the egg from one generation to the next and its connection with Italian food tradition.

The spot thus showcases multiple consumption occasions, within a family atmosphere characterised by serenity, sharing and conviviality. The Le Naturelle products accompany the different moments, showcasing the variety of the brand’s offering, while the closing features the brand payoff “Famiglia Lionello, uova buone dal 1950”, which recalls the Eurovo Group’s entrepreneurial history and experience gained in the sector.

The channels

The campaign is on air on the main national broadcasters. The media plan also includes connected TV, with Amazon and Netflix, as well as the main national and local radio stations.

On the Instagram, Facebook and TikTok profiles of Le Naturelle, storytelling, branded content and social media management are integrated with native videos and AI-generated content, developed on the basis of analytical insights and continuous performance optimisation. The strategy will also involve micro-influencers and brand advocates, with personalised language and content designed in particular for younger audiences. The aim is to strengthen brand awareness and consideration, expand the brand’s audience and support conversion through interactive and relevant content.

The comment

“We chose to tell the story of the egg starting from its connection with everyday life and its ability to span different generations and consumption occasions. With this campaign, we want to make a further contribution to the development of the egg category, which in recent years has seen significant growth in consumption thanks to its nutritional and culinary characteristics and, last but not least, its affordability,” said Federico Lionello, Sales and Marketing Director of the Eurovo Group. “The media plan enables us to reach different audiences while keeping the quality and variety of the Le Naturelle offering at the centre. The investment in communications is intended to support the brand’s growth and, more generally, contribute to enhancing the category as a whole.”

The campaign is accompanied by “Naturelle Win”, the prize promotion active at large-scale retail outlets throughout Italy. From 5 October until 22 November, by purchasing Le Naturelle products, participants can win an iPhone 18 Pro every day and enter the final draw for a trip for two to the Seychelles.

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.