Italian fresh produce brand F.lli Orsero attempts to raise profile among Gen Z consumers with new social media blitz
Short, sharp, and sassy is the latest seasonal style for Italian fresh produce brand F.lli Orsero, as it aims to raise its profile among Gen Z consumers with a new campaign called Sciure Esotiche (Exotic Ladies).
The project, which is focused primarily on delivering contemporary messaging via social media, sets out to bring younger people closer to the world of markets and fresh fruit by employing “brief, humorous, and credible” messaging that combines “traditional aesthetics, contemporary irony, and exotic eccentricity”.
And at its heart are three so-called ‘sciure’, Milan’s renowned female fashionistas, who have adopted the personas of a pitaya, kiwano, and avocado respectively.
It is hoped that these characters will convey the story of Orsero’s exotic fruit and its availability in neighbourhood markets.
In fact, the company says it has noted an increasing number of Gen Z shoppers returning to those local commercial centres, which they apparently perceive as cool, authentic spaces in which to socialise and discover new products.
The marketing project was devised by Milan-based agency Alkemy, which has managed Orsero’s digital communications and advertising since 2018.
