Opportunity : Increase sales of Mezzetta®‘s peperoncini product, raise brand awareness and position Mezzetta as a purpose-driven brand.
Method : Positioning their signature product, the familiar peperoncini, as a versatile addition to any meal within the fully integrated “Brighten Every Bite” campaign featuring an experiential marketing activity that can be scaled and extended into multiple geographic regions for brand awareness, RP and localized content.
Brighten Every Bite® : Mezzetta’s journey to engage and inspire current consumers AND the emerging market meant that we take an approach that didn’t move far from brand’s existing core values of quality and history, but leveraged new eating habits: positioning the brand as a vibrant assortment of rich and exotic flavors, easily enhancing every meal, everyday. “Brighten Every Bite” had a integrated approach to consumer engagement, not just expressed through recipe content in all marketing channels (in-store, digitally, event marketing, PR, influencers, partnerships) but physically bringing people together to meet, and share in the adventure of the Mezzetta table – and the emotional connection made over shared meals.
Campaign experience concept.
At Mezzetta, we believe in the rich Mediterranean tradition of coming together and building communities over a delicious meal. That’s why this summer, we’re inviting a group of strangers to meet their neighbors and share a meal at the Mezzetta Table. During an evening of good food and good company, we’ll enjoy an exciting spread starring Mezzetta peperoncini, explore new flavor combinations, and forge new connections across the dinner table.
Experiential marketing. We opted for an activity that mapped directly back to the Mezzetta purpose “Sharing Joy.” This activity of bringing people together over food, and that highlighted the main product focal met all requirements; elevate the product as versatile: a snack/or condiment that adds flavor and brightness to food, reenforce the fact that strangers can bond over having meals together.
This event was originally staged in New Rochelle NY, and the content we crafted from it had some elements that were unique to the region. Extending this concept into other regions will yield more geo-specific content, thus allowing Mezzetta to broaden its reach from a recipe and demographic perspective.
Having influencers at the event provided us with more impressions and content opportunities. The influencers are great but we wanted to strike a balance in that the people at “The Mezzetta Table” were primarily locals from the neighborhood as to be as authentic as possible.
My role:
Campaign Creative Director.
Developed campaign tagline : Brighten Every Bite.
Secondary frame-ups: Bright Ideas (for content) At the Mezzetta Table (event title)
Developed consumer flow and content hierarchy.
Provided all media assets for branding and sweeps content (including video).
Advocated for the media event concept and its scaling into more markets.
Designed all digital graphic elements including CRM, website and landing page assets.
Edited influencer videos.
Facilitated meal-kit content for the Chef’d partnership.
Provided creative guidance for all media agencies.
In-store display concept and photography art direction.
Awesome event marketing production created and influencer video created by BeCore.
Digital marketing costumer experience.
Influencer videos.
Event pics.
