VITANA
PRODUCT
ACTIVATION​​​​​​​

Goal

In a playful way, to convince modern women, for whom cooking is not a priority, that Prima Cucina pasta and sauces inspired by traditional Italian recipes offer a real taste experience that is also very easy to prepare. Thus, they can devote their time to their family or to what interests them without the unnecessary feeling that they have cheated on anything.

Insights

Their motto is Carpe diem. They are carefree. They enjoy having fun and laughing. They are playful and like imaginative products and solutions that are uncomplicated. They can’t get bored and are always trying new things to avoid missing anything. However, they do everything to the fullest; they are hedonists who enjoy life to the utmost. They want to have fun and not worry about anything. They are independent and don’t like being dictated to. They are never alone and want to enjoy food in friendly/cheerful company, with family or friends. On a busy day, they appreciate being able to prepare a full-flavoured meal easily.

Single-minded propositionInsights

Prima Cucina – authentic Italian cuisine on a plate

the idea

When the word Italy is mentioned, we immediately picture lively Italians discussing and especially gesticulating. It is precisely these gestures that embody the true essence of Italy. They convey emotions, act as shortcuts, and are often more powerful than words. Most importantly, they are visible!