Trentingrana launches “What matters”: a communication campaign centred on territory, people and nature

Trentingrana has launched “What matters”, the new advert that tells the story of the connection between the cheese, the people who produce it and the environment in which it is made, transforming the story of a dairy excellence into a reflection on a way of living and doing things.

The concept

Trentino is the starting point for a narrative that goes beyond simply depicting the landscape. Not just mountains and natural scenery, but lived-in places, everyday gestures, sensibilities and conscious choices. This is where respect becomes the fourth symbolic ingredient of Trentingrana, alongside milk, salt and rennet: a principle deeply rooted in local culture, yet capable of speaking to everyone. Through images and words that invite viewers to pause and reflect, the advert weaves together the quality of the product with the quality of relationships and with the human and natural heritage that makes it unique.

The new concept fits into an already recognisable visual language, founded on a balance between naturalness and care, without contrivance or idealised representations. An approach that strengthens Trentingrana’s identity through an authentic narrative, in which quality arises from the encounter between product, people and environment.

The communications plan

The new advert forms part of an articulated integrated communications plan combining on- and offline activities, with the aim of strengthening the brand’s premium positioning. The media strategy integrates video communications on connected TV and digital platforms with an ongoing presence on social media, influencer marketing activities and digital editorial content, to amplify the brand’s visibility and reach different audiences through complementary touchpoints.

The advertising planning, activated with geolocation in strategic areas for Trentingrana, was structured to optimise the effectiveness of investments and focus the brand’s presence on areas of greater commercial relevance.

Social media

A central component of the project is telling the story of the advert on social media, developed using a language and tone close to the community that follows Trentingrana on Meta platforms. In addition to the advert, further content created specifically for social media was produced during filming, designed to support the creative concept and the brand’s premium perception through emotive language and a tone of voice that encourages identification.

To enrich the campaign period with more spontaneous and authentic content, UGC content with creators was also produced, designed to tell the story of the product and its origins through perspectives close to everyday experience. These materials will be highlighted within the editorial plan and supported by dedicated advertising activity, thereby amplifying their reach and consolidating the brand’s presence across digital channels.

To complete the strategy, for the third consecutive year the collaboration with Davide Zambelli continues, playing a strategic role in guiding the community towards the new advert. During the campaign, the creator will produce recipes and experiential content, combining culinary expertise with storytelling about the product in a fresh and original communications style, in line with the brand’s positioning.

The partner

The strategy and implementation of the campaign are, once again, the work of the independent integrated communications agency Life. A partner of the Trentingrana Consortium since 2019, Life supports the brand through an integrated and ongoing process of building and consolidating its positioning, consistently enhancing its product, supply chain and connection with Trentino.

The comment

Simone Bonapace, Commercial and Marketing Manager of Trentingrana Gruppo Formaggi del Trentino, said: “With ‘What matters’, we want to tell the story of Trentingrana by going beyond the product’s characteristics, to express what truly sets it apart: its connection with Trentino, the people who contribute to its quality every day and the respect that guides the way we work. A story that also accompanies the evolution of the brand, strengthening its premium positioning and making our identity increasingly recognisable among all stakeholders”.

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.