Moser returns to radio with the national campaign 2026 “If you say Speck, you say Moser”

Moser is back on air with the national campaign 2026 featuring a new multi-subject initiative from 20”, structured around two radio commercials, to strengthen its awareness and highlight the quality of Speck Alto Adige Igp.

After a year-long pause, the return on air forms part of the brand strategy developed by Moser in 2024, following the new corporate identity and logo restyling, accompanied by a repositioning of the brand in the upper-mid and premium segments. This journey has also found expression in the payoff “Masters of Speck”, a synthesis of a corporate history rooted in South Tyrolean tradition and expertise passed down through three generations of master butchers, combining artisanal know-how with industrial innovation.

The concept

The creative concept places Moser at the centre, turning the brand into the very synonym of Speck Alto Adige Igp. Through a direct and immediate association, the campaign aims to make the name Moser the first spontaneous reference when people talk about Speck. This is where the catchphrase “If you say Speck, you say Moser” comes from. It not only links the brand to its signature product, but also aims to consolidate a genuine identification between brand and category and encourage brand recall through repetition of the name. This choice reflects the central role of speck, which represents the heart of Moser’s business, contributing approximately 85% of the company’s turnover, as well as the authenticity and specialisation that distinguish Moser.

The media channels

The media plan involves 8 national broadcasters, including Rtl, Radio Deejay and Radio 105, 2 digital broadcasters such as Rtl102.5 Best and Rtl102.5 Traffic, as well as 24 regional broadcasters, with the aim of expanding coverage and consolidating the brand’s presence among consumers attentive to the origin, taste and quality of raw materials.

The comments

"The simultaneous airing of the television commercial by the Consortium for the Protection of South Tyrolean Speck, 'The second that doesn’t aSpeckti you', enables us to increase the overall effectiveness of the message and further highlight Speck Alto Adige Igp, benefiting from greater communication strength at category level. At the same time, we want to strengthen the link between our brand and the product that best expresses our identity, engaging consumers through versatility, with an increasingly diverse range of consumption occasions at its centre. In this context, Ready to Eat products are playing an increasingly important role, as they meet the needs of modern consumers looking for practical, high-quality solutions. Our aim is to demonstrate how heritage and development can coexist, highlighting a product deeply rooted in South Tyrolean culture while also making it relevant to consumption today and tomorrow", comments Stephanie Moser, Moser’s marketing manager and a member of the Marketing Group of the Consortium for the Protection of South Tyrolean Speck.

Maurizio Cisi, president of the creative agency Hub08 Brand People concludes: "Our work began with the desire to identify a narrative approach capable of making Moser Speck recognisable and relevant to today’s audience. We worked to translate the brand’s identity into a distinctive communication language, capable of highlighting the product through a contemporary narrative close to people’s habits, creating a link between brand, product and consumer".

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.