Il Viaggiator Goloso: three major installations in Milan to launch the new on-air campaign

Il Viaggiator Goloso has launched “Autentica Meraviglia Quotidiana”, its new campaign in which it interprets travel not simply as a distance to be covered, but as an attitude of allowing oneself to be surprised, exploring the roads less travelled and discovering hidden gems around every corner.

The campaign

The concept stems precisely from this vision of travel, which is intimately linked to the brand’s DNA and is also characteristic of those who look around them with curiosity, choosing not merely to travel but to explore. The wonder, even when it comes to new flavours, is sometimes hidden in plain sight right before our eyes; all it takes is the right perspective to notice it.

This is what happens with Il Viaggiator Goloso’s products, which step beyond the everyday to express taste, wonder and beauty, transforming into genuine works of art within everyone’s reach.

Six iconic products from the brand, the stars of the campaign, are presented as “Authentic Everyday Wonders”: surprising gastronomic gems that inspire wonder through their simple yet fascinating beauty.

Created in collaboration with the branding company Robilant, the campaign comprises 6 key visuals and a hero video, once again strengthening Il Viaggiator Goloso’s role as a brand capable of transforming the ordinary into the extraordinary. Beauty becomes a natural expression of goodness, while the product takes centre stage and becomes a symbol of travel, surprise and emotion, allowing people to savour the taste of a new discovery every day.

The installations

The new campaign is active in Milan with a teaser initiative designed to intrigue the public, ahead of the officialon-air scheduled for today, Monday 7 September. Three large installations, genuine open-air works of art standing 4 m high and created by specialist artisans, have appeared in some of the city’s most iconic locations:

• Piazza Castello, where visitors can admire the Tortelli cacio e pepe
• Piazza Cordusio, featuring the rosemary and potato Taralli
• Piazza Gae Aulenti, home to the unmistakable Baci di dama

Il Viaggiator Goloso is guiding the public in discovering the three installations through a dedicated map, available on site, which guides visitors between the various stops and highlights other small and great wonders of Milan: places, gems and details, more or less hidden, often overlooked in the rush of everyday life. Alongside the map, a passport allows visitors to collect a stamp at each installation and, once the route is complete, receive a special final surprise.

The comment

“With this new campaign and the activation in Milan, we want to invite people to rediscover the wonder hidden in the everyday gestures and flavours,” says Gianluca Grassi, Communications Director at Gruppo Finiper Canova. “We have transformed the concept of travel into an everyday attitude, a way of looking at food and life with curiosity, in search of beauty and goodness. Bringing our specialities to the heart of Milan’s squares means giving the city a moment of surprise, art and genuine sharing.”

The media plan

To support the campaign and the activation, the Group developed an integrated media plan with high impact, active from September and spread across a mix of channels: Connected TV (SkyTV, Mediaset Infinity, Netflix, Disney+, Amazon Prime Video, Warner Bros Discovery, RaiPlay, LG-branded TV home screens) and linear TV (La7 and regional TV), traditional and digital advertising (10 large-format banners in Milan, the domination of Piazza Gae Aulenti, 33 screens at M5 Metro stations, the Maxi Ledwall at Coin in Piazza Cinque Giornate), radio and digital audio, digital and social channels (Google Ads and Meta Ads), programmatic rich media video with Vidoomy and on the Mondadori network.

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.