Noberasco returns to the spotlight with “Facile Star Bene”, the new integrated campaign with BrandingHero

Noberasco has announced its return to communication with “Facile Star Bene”, a high-impact integrated campaign designed together with strategic partner BrandingHero.

The objective of the initiative is to consolidate the brand’s leadership, reach new clusters of health-conscious consumers and provide tangible support for presence and product rotation at the point of sale throughout the entire purchasing funnel.

The concept

The narrative places the versatility of dried fruit as a daily ally for a healthy and balanced lifestyle at its centre: from a hunger-busting snack at the office to breakfast, sports nutrition and family consumption occasions. A dynamic and inclusive story, conveyed through a new commercial that positions Noberasco as an accessible healthy alternative for everyone, ideal for every time of day and context.

The media plan

To generate substantial drive-to-store traffic, the media plan will cover the period from October 2026 to June 2027 continuously through a combination of high-frequency, high-visibility touchpoints:

• Connected TV and streaming: 15" spots on air across the leading platforms and broadcasters.
• Football and sports presence: sponsorship on Dazn during the Serie B championship with dedicated graphic formats.
• Digital, social & creator strategy: consistent planning across Meta, TikTok and YouTube, supported by 12 selected talent to expand awareness among young, dynamic and fitness-oriented audiences.

Synergy with distribution

The real strength of the initiative lies in the convergence of media visibility and shelf conversion. Through its partnership with Catalina, Noberasco engages with the customer journey both before and during shopping:

• Pre-store phase: dedicated promotions and cashback mechanics through the Wescount app, designed to encourage shoppers to create their shopping list and attract them to the point of sale.
• In-store phase: targeted offers delivered at the point of sale to encourage the first purchase, drive trial and increase repeat purchases from the shelf.

A strategic opportunity for modern distribution to enhance the fruit and vegetable department and capitalise on growing demand in the healthy snack and breakfast segments: the initiative aims to reach consumers of snacks, breakfast products and functional sports products, offering them a valid healthy alternative for every consumption occasion throughout the day.

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.