Pedon makes the return to everyday life easier with “I Pronti” as kitchen helpers

Pedon is back in the spotlight with the “I Pronti”, the range of ready-to-eat cereals, pulses and salads, through a new phase of the campaign “You barely have time to say it and it’s already ready”, designed to make the back-to simpler, more practical and tastier.

With “I Pronti”, there is one less thing to think about in the kitchen: simply open the pack to serve a practical, natural and tasty solution. A tangible help to lighten everyday life and remove at least one item from the to-do list.

Following the previous activations, the campaign, until 23 September, will continue to target the urban centres of Milan, Turin, Florence, Bologna, Bari and Rome, as well as the provinces of Lombardy and Veneto, through an integrated media plan that combines physical and digital ecosystems.

A helping hand for everyday life

The aim is to accompany consumers at different times of the day, integrating dynamically and consistently into their movements, habits and consumption occasions. While waiting for the underground, during a break at the gym, near points of sale or while watching their favourite programmes, Pedon’s communication enters people’s everyday lives with an immediate message: when days start rushing by again, even a few minutes saved can make a difference.

A strategy that reflects the positioning of the “I Pronti” range, designed to offer practical help in the kitchen and simplify meal preparation without sacrificing taste and quality.

An omnichannel campaign

The campaign unfolds through a detailed media plan that integrates underground advertising, interactive OOH and DOOH, connected TV, rich media digital formats and geolocated push notifications. Underground advertising and urban networks will ensure a strategic presence in the main high-traffic city areas, while interactive digital out-of-home installations will be placed in selected settings, such as gyms, padel courts and shopping centres.

On the digital front, the plan includes interactive formats on targeted websites and applications, designed to reach audiences based on their interests and browsing habits. Geolocated push notifications will also make it possible to reach consumers near points of sale, creating a direct connection between communication and the moment of purchase. Completing the strategy is a presence on connected TV through formats designed to engage audiences while they consume their favourite content, at moments of peak attention.

The integration of physical and digital media therefore enables the campaign to accompany consumers throughout their everyday lives, building a widespread, consistent and relevant presence.

The creative concept

At the heart of the campaign remains the concept “You barely have time to say it and it’s already ready”, conveyed through witty and memorable creative executions that present the speed and practicality of the “I Pronti” range in a light and contemporary tone. The tagline “The recipe for ease” reinforces Pedon’s positioning as a kitchen ally: a brand capable of making meal preparation and the choice of a balanced, tasty and responsible diet easier. The campaign highlights a range that responds to the needs of today’s consumer through ready-to-use products made with natural ingredients, with no preservatives or additives, and designed to offer convenience, taste and versatility for every occasion.

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.