MAMÁ LUCCHETTI | ADVERTISING

Executive Producer and Director of the multi‑awarded Mamá Lucchetti Campaign.

LUCCHETTI SUCCESS CASE

Lucchetti's goal is to become the preferred food brand of mothers. With this in mind the brand started off the year with advertisements aimed at connecting with the target through the concept of the "real mom." Two new soup and soup cube commercials were aired to present both products: "Wheelbarrow" and "Soup Master". At the end of the year, a promotion was launched for pastas with sauce (stickers inside packages), which was also advertised under this concept ("Blender 2"). During Mother's Day weekend, a special message was developed for moms.

The "Mamá Lucchetti" campaign won several awards, including: Diente de Oro, Effie de Oro, APG (The Planning Association of Argentina), which recognizes companies for unique advertising strategies). In terms of new products, and with the goal of allying Lucchetti with child nutrition, the co-branding Lucchetti-Vitina (semolinas and pastas) was furthered. To continue providing mothers with ideas for everyday meals, the Lucchetti fresh pastas were launched (three ravioli varieties) along with two special soup editions (corn and peas), both with excellent results.

These promotional activities had a positive impact on all indicators (market share, brand rating and brand awareness). The brand went from 37 million purchase transactions in 2006 to 105 million in 2009. In addition, it moved to 2nd place in spontaneous recall of food brands.

OTHER AWARDS

One Show Pencil
Cannes Advertising Film Festival Shortlist
Grand Prix Ojo de Iberoamérica
Diente Golds & Silvers

PRESS

STASH
Motionographer
Forbes Magazine