Biraghi chooses TV and social networks for the new campaign. Signed by Inventa TRO.

Biraghi returns to television with a new commercial dedicated to the Gran Biraghi Grattugiato. Produced by Fargo Film and created by Inventa TRO, which signed the previous campaigns, the 15-second commercial will be broadcast on Rai networks from 9 to 29 February. With this campaign, the company aims to reach 154 million total contacts. The planning was managed by the company.

The protagonist of the video is a family: father, mother and daughter are around the table ready for lunch, but when they pour the Gran Biraghi onto the plates of pasta, what comes out of the bag is not the grated cheese, but the whole wheel of cheese. With a linear and immediate narrative, the commercial focuses on the 100-gram Gran Biraghi packaging, produced with 100% Italian milk, all-natural, without preservatives and underlines how the quality of the cheese derives “directly from the shape”.

Alongside the TV campaign, there is also a social media plan that confirms the collaboration with Silver, author of Lupo Alberto. In fact, on Biraghi’s Facebook and Instagram channels, the content created specifically for the Gran Biraghi Grattugiato by the famous cartoonist will alternate with Lupo Alberto and the other characters from the McKenzie farm, testimonials of the company. The goal is to reach 19 million total users during February 2020.

“We are back on television with a commercial dedicated to the 100-gram Gran Biraghi Grattugiato,” says Claudio Testa, Marketing and Commercial Strategies Director, “which is the best-selling branded product in the Grattugiati category. This activity confirms our desire to continue investing in communication and in the Italian market, reaching an increasingly wider audience thanks to the support not only of the television commercial but also of the social campaign aimed in particular at the younger generations”.