Lago Group steps up communication in China and the United States

Lago Group has strengthened its communication investments in China and the United States with activities tailored to the specific characteristics of each country.

To support growth in these two strategic markets, the company is developing OOH campaigns in China and an increasingly structured social media presence in the United States.

Communication in China

In China, communication is focusing on the new Be-Goodie sugar-free wafer range, designed to address emerging consumption needs and Chinese consumers’ growing interest in sugar-free products. The campaign is visible in the Shenzhen Metro from 21 September to 18 October, coinciding with China’s Mid-Autumn Festival and National Day, two important dates in the local calendar. The activity will continue from 26 October to 8 November with an elevator campaign in office buildings in Beijing and Shanghai, bringing the brand into urban settings with high levels of daily footfall and strengthening Be-Goodie’s visibility among the local audience.

Communication in the US

At the same time, Lago is consolidating its social media presence in the United States, a historic market and one of the company’s most important, where it has a sales branch in Jersey City. Since the beginning of 2026, the communications agency Qny Creative has managed the Lago USA Instagram channel, with a project dedicated to showcasing the wide range of wafers through a contemporary brand narrative consistent with Lago’s new communication style.

The Instagram channel thus becomes a space for presenting the brand to the American public through dynamic content, consumption occasions and contributions from local creators. A strategy that also responds to a market-specific characteristic: “In the US, wafers are not as well-known a category as cookies. To develop it appropriately and, at the same time, grow our brand awareness, resources and investment on the ground are needed,” explains Cristina Segatto, Bouvard Italia’s marketing director & Lago Group.

The investments in the two countries form part of Lago Group’s broader international growth path, as in 2026 it aims to grow by 5% in overseas markets, through commercial development and communication capable of showcasing the company’s identity and offering, market by market.

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.