Vip strengthens the segmentation of its two main brands with the new communication campaigns

Vip consolidates and strengthens the positioning of its two main brands, Val Venosta and Amélie, with the new communication campaigns.

While Val Venosta remains the reference brand for top quality, placing the Golden Delicious variety at the heart of its offering and highlighting its distinctive Alpine origins, Amélie confirms its position as the ideal choice for offering fruit with excellent flavour at a fair price, despite slight cosmetic imperfections. The two ladybirds featured in the logos make their shared origin recognisable to consumers.

Val Venosta on television

To support the start of the season, the Golden Delicious from Val Venosta returns to Italian national linear television with a commercial produced together with Mela Alto Adige Igp. The campaign, running from 2 to 8 November and from 22 February to 6 March, will feature Val Venosta’s producers, the Alpine region and the organoleptic and crispness characteristics that distinguish the Golden Delicious from the “Apple Paradise”.

“With the national television campaign, we reach millions of consumers, helping them recognise and choose Val Venosta apples at the point of sale,” explains Benjamin Laimer, Vip’s marketing manager. “It is tangible support for our commercial partners’ sales. The altitude, climatic conditions and professionalism of our producers create the ideal conditions for a Golden Delicious with a distinctive flavour: it is precisely this connection between origin, people and product that we want to tell.” To reinforce its coverage, the brand’s presence is also extended to connected TV and digital platforms, to convey a recognisable origin and a superior taste experience.

Amélie, perfect just the way they are

Alongside the premium offering, the second-quality apples from Val Venosta also benefit from the agronomic expertise of the Association’s producers, acquiring their own identity on the market under the Amélie brand. The claim “Real on the outside, good on the inside” sums up the brand’s positioning: a product close to people that turns small imperfections in the skin into a symbol of naturalness. With the “Amélie Perfect just the way they are” campaign, the brand connects with an emotional and family-oriented dimension, offering retailers a clearly defined proposition for consumers who are price-conscious but do not want to give up flavour and emotion.

The test in and around Naples

The new brand universe launches with a test campaign limited to the city of Naples and its immediate surroundings. In addition to the Amélie-branded tram that will run in November and March, and a geotargeted digital campaign, the brand is proposing an initiative linked to the Neapolitan tradition of the “caffè sospeso”: 19 and 20 November, in selected cafés, [[ARTW_HTMLOPEN_AAAT]At coffee will be offered by Amélie. A promoter will accompany the activity, presenting Amélie apples and distributing small gifts during the event. A familiar, everyday gesture thus becomes an opportunity for direct contact with the brand.

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.