DimmidiSì and Armando Testa get wedded. The new campaign is on air

La Linea Verde, a leading company in the segment of fresh ready-made plant-based meals and bagged salads, has chosen the Armando Testa agency as its creative partner, after the pitch to assign the communication campaign for the DimmidiSì brand.

Armando Testa has extensive experience in the food & beverage sector and the ability to create messages that leave an impression, helping to build distinctive brand identities. With DimmidiSì, the goal from the very beginning was to promote the brand name, make it memorable and immediately recognizable.

To do this, it wasn’t enough to merely highlight the simple “si” (yes). The most effective way to describe DimmidiSì was to start from the moment when that phrase takes on even greater importance.  A moment full of emotions when anyone, down on bended knee in front of their loved one, has only one thought: “Dimmi di si (Say yes!)”. That’s where the connections between brand values and the raw materials themselves are start off, creating unique products and a brand to “love”.

So we have the marriage between tradition and innovation, between international flavours and Italian cuisine, between those quality ingredients that, combined together produce unique dishes. These are the marriages of DimmidiSì, an anthem to discovering new flavours and pairings for a surprise every day.

That’s how a pumpkin says yes to carrots, milk says yes to potatoes, lemon says yes to strawberries creating all the goodness of DimmidiSì products! Dishes that are tasty and also practical, to be enjoyed on any occasion.

In this way DimmidiSì dominates a long-lasting format, using a powerful image like that of the marriage proposal to make the naming of the brand iconic and even more memorable: https://m.youtube.com/watch?v=8Bab0zdYPwk 

The historic DimmidiSì jingle has been reinterpreted with the same objective, this version conveys a more romantic mood and the way of singing emphasises every aspect of its name. The sweet notes highlight the moment they come together, underlining the uniqueness and taste of DimmidiSì products.

The goal of La Linea Verde is to improve people’s lives thanks to the use of ingredients that are grown and harvested with respect and transformed into the final product with love. That’s why DimmidiSì offers natural genuine dishes, easy to serve on the table, to enjoy and share, in tune with today’s consumption styles. A brand that’s loved and recognized for the quality and freshness of its products.*

The integrated campaign takes a multi-channel approach. It was developed by the Armando Testa creative team and produced by AT Studios. 

*  with 86% brand awareness, DimmidiSì confirms its position as the best-known fruit and vegetable brand. 

Source: GFK 2023 research

Client: La Linea Verde
Agency: Armando Testa 
Creative Direction: Jacopo Morini, Fabiano Pagliara
Creative Team: Sarin Demirdjian, Valeria Villani
Client Service: Chiara Bonet
Production company: Armando Testa Studios

Director: Augusto Storero

Music: Trees Music Studio