The launch and development of the new positioning of DimmidiSì: “Well-being is born from freshness”

Skills Advertising TV Communication Strategy Outdoor Print
Brands and clients DimmidiSì
Industries Food
Project description

Well-being is born from freshness.
The positioning strategy for the DimmidiSì brand – the leading producer of soups, fresh ready meals, fruit and washed ready-to-eat salads and vegetables – aims to underline that fresh, healthy products bring well-being, the desire to be healthy, good cheer and good humour.

The claim “Well-being is born from freshness” is expressed in the TV campaign, in which each product is tasted by the characters at different times of the day: for a snack in the office, a dinner at home, or an evening with friends. Different situations and targets are accompanied by music and words that focus on the name of the brand, “DimmidiSì”. It is an immediate, positive brand, just like the tone of the adverts.

The strategy is also developed in consumer and trade print product campaigns, media relations, and special events and initiatives. The goal is to create brand awareness and to present an every-wider range of products that are renowned for their excellence, top quality and above all their freshness: salads, fruit and vegetable snacks and fresh soups, right down to single-portion desserts and fresh smoothies.


Via Varallo, 22/A
10153 Turin - Italy
P. +39 0115154600
FAX +39 0115154660

Via Melzi D'Eril, 34
20154 Milan - Italy
P. +39 0231830830
FAX. +39 0231830833