Italian fresh convenience specialist La Linea Verde is preparing to launch a major marketing offensive for its DimmidiSì brand across north and central Italy this summer, placing around 1,500 promotional posters in key retail outlets to encourage sales of products including fresh salads and soups.
Starting in mid-June, the campaign has been designed to sustain interest in the brand’s products, sales of which have grown substantially over the past decade thanks to growing consumer interest in freshness and health.
One of La Linea Verde’s products, DimmidiSì Zuppe Fresche (Fresh Soups) was recently named as one of Italy’s Voted Products of the Year 2016, an accolade awarded on the basis of more than 12,000 consumer votes.
Forming a key part of this summer’s promoted offer will be the so-called Piatto Unico (single dish), which consists of a large salad with added ingredients – a product aimed at those looking for a more substantial but fresh and healthy meal.
The campaign’s strapline – Well-being and Freshness? Some people say yes – presents the products as supporting personal health in that they help consumers eat fresh fruit and vegetables every day, be it at home or outside.
“We following the same path taken in recent years because the results are objective and can be appreciated,” commented Andrea Battagliola, La Linea Verde’s commercial director. “Our goal this time is to continue to invest in advertising to help DimmidiSì reach the consumer around the time of purchase.”
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