Pool Pharma has chosen Media Italia, the media agency in the Armando Testa Group, to manage their media planning.
The assignment is the result of an encounter between two Italian excellences, who share a solid and innovative entrepreneurial vision, deeply rooted in Italy.
Founded by Giorgio Pizzoni, Pool Pharma is managed today by Camilla and Sandro Pizzoni. This Italian family company stands out thanks to its independent and human approach, far distant from the logics of large scale multi-national pharmaceutical companies.
A company “with a human face”, a pool of people who work together every day with passion and skill to achieve a common objective: promote daily wellbeing thanks to quality products, such as MG.K Vis, Kilocal, Water UP, Urogermin, Melasin and Triocarbone.
Regarding this partnership, Valentino Cagnetta, CEO of Media Italia, comments:
«We are enthusiastic about the trust that Pool Pharma has recognized in our commitment, our concrete approach and our capacity for innovation.»
Media Italia continues to invest in developing owner platforms based on AI and ML, solutions that satisfy market demands, while paying particular attention to the needs of companies that invest in Italy, overcoming the limits of standarised approaches, less suitable to the real situation in Italy.
From the first white meat sausage in Italy to a new chapter for the brand: the Wudy universe is getting an update with a new campaign created by Armando Testa and a new product.
Verona, 30 October 2025 – It was back in 1985 that AIA brought to tables throughout Italy an idea that was to change the way we enjoy sausages: that’s how Wudy came to be, the first white meat sausage in the country. At a time when it was traditionally considered a product made of pork, Wudy introduced a new way to experience this flavour: lighter, versatile and accessible. In no time at all the product won over Italian families, to gain a place in the collective memory and become an icon of conviviality.
Today, 40 years since its launch, you can still find Wudy in around 7 million Italian family homes, with brand awareness over 95%. The brand is present throughout the country, confirmation that it is an integral part in Italians’ daily life. It is also available in international markets, established in more than 30 countries all over the world.
Its iconic and historic status has also been recognised by the Ministry of Business and Made in Italy, which selected Wudy as the brand representative of AIA as part of the exhibition
“Italiness: Iconic Italian Brands”. This exhibition was conceived to celebrate 140 years of the Italian Patent and Brands Office and it is currently hosted at the M9 – Museo del ‘900 di Venezia Mestre, the goal is to promote the industrial, design and cultural heritage of the country, telling the stories of brands which embody this identity. For four decades the brand has been a staple on the dinner table of those who continue to choose it every day.
“Il gusto che ci unisce” (The taste that unites us): the new campaign
To celebrate this important milestone, Wudy has started communicating again with a new campaign created by Armando Testa. It provides a powerful and energetic illustration of the joy and pleasure of being together, the core values of the AIA world. The campaign entitled “The Taste That Unites Us,” marks the beginning of new storytelling for the brand, which is getting an update without losing its authentic, pop, and colourful identity.
The ad was directed by Alessandro De Leo and produced by Think Cattleya, and the stars are the GenWudy, a generation that brings together people of all ages and backgrounds, united by the pleasure of sharing joyful moments. A simple gesture, the three-finger “W,” becomes a symbol of unity and belonging, while in the background we can hear the iconic “Mi piaci… ah-ah” from the hit by Raffaella Carrà “Tuca Tuca” (Boncompagni, Pisano), and for this occasion it becomes “Che gioia…AIA.” The campaign, on air from October 26, will be broadcast on TV (30″ and 15″ formats) and digitally, with a series of features to complement the new, fresh, and fun content.
40 years of evolution and a new chapter
Wudy’s strength has always been its ability to evolve and satisfy the tastes and trends of Italians, while still remaining true to its identity. From the classic version to the one with cheese or extra-flavour, the brand has been able to respond to new consumer needs. That history of innovation continues today with Wudy Burger: a product that was created to demonstrate the brand’s expansion into new territories, while maintaining the values that have always made it unique. Already available in two versions, with cooked ham and chicken and turkey, Wudy Burger contains 60% less fat compared with the average best selling self-service burgers in Italy.
With Wudy Burger, AIA brings a contemporary flavour into the kitchen, which can communicate with all generations, conveying the same enthusiasm and joy that have made Wudy an icon of shared taste for 40 years.
CreditsClient: AIA Salumeria Avicola and Uova AIA Marketing Manager: Fulvio Faletra Agency: Armando Testa Executive Creative Direction: Georgia Ferraro and Nicola Cellemme Creative Team: Mariacarmen Ranieri, Marcello Maiorana, Roberto Capodanno Strategic Team: Guglielmo Pezzino, Arianna Nicoletti Social Team: Andrea Gaetani, Alberto Di Palma, Chiara
Armando Testa creates the campaign for the new Yamaha Ténéré 700 World Raid
The new Yamaha Ténéré 700 World Raid is the perfect motorbike whatever the terrain
Off-road instinct, it was designed for long distance adventures. Thanks to its dual fuel tanks and state-of-the-art technology riding this bike means infinite travels, always pushing ever further ahead.
That where the concept for the new global launch campaign created by the Armando Testa agency came from, “Adventure has no limits”.
The result is a film that is a real slice of life. It’s one of those long unforgettable journeys which leaves a lasting impression.
The adventure of a motorcyclist traversing tarred roads, canyons, deserts, mountain hairpin bends, dirt roads and forests, creating a unique journey that seems to have no end.
It almost seems as if we are watching a docu-film, what we see is so real. This was a stylist choice from Armando Testa to make the story of the motorbike created for authentic experiences seem even more real.
The passage from one landscape to another is fluid creating continuity, at times triggered by one of the details of the Ténéré, at other times by something in the context.
The film has been on air since 21st October and planning includes digital and social channels.
CREDITS
Client: Yamaha Motor Europe
Agency: Armando Testa Group
Executive creative direction: Nicola Cellemme and Georgia Ferraro
GranTerre, an outstanding Italian company which specialises in mature cheeses and cured meats is showcasing for the first time on the big screen its new entire range of GranTerre snacks. The new ad is part of the “Il Tagliere delle grandi bontà” (Board of great goodness) – a project, created by the Armando Testa agency, and, in addition to celebrating the Parmareggio Snack, it introduces two new references: Grana Padano and Asiago Stagionato snacks.
The stars of the campaign are once again Emiliano, Ersilia, and Enzino: the Parmareggio Mice, true connoisseurs of flavour, ready to get us to relive the magic of their story. With their warmth and wisdom, they guide us into an extraordinary world, where practical and delicious Parmareggio Snacks come right out of the heart of the Parmigiano Reggiano wheel: 100% natural and individually packaged. A burst of natural energy and a unique pleasure, complemented by the Grana Padano and Mature Asiago Snacks. Three great PDO cheeses that combine the taste of traditionwith a healthy format, thanks to the single-portions, making them the perfect snack for the whole family, at home and on the go.
The campaign is a celebration of the goodness and quality of the products, always with the playful spirit typical of the mice’s adventures. The story comes to life thanks also to the direction and 3D production by H7-25, capable of making this world even more exciting, fun, and flavourful.
The campaign has been on air since 19th October on main TV channels with follow-up on radio channels and social media.
Credits
Creative Direction: Monica Pirocca and Michela Sartorio
Creative Team: Chiara Demichelis and Monica Barbalonga
Client Direction: Emanuele Cicogna Mozzoni
Client Service: Arianna Cipolloni
Direction and 3D: H7-25
Music and sound effects: Screen Play and Quiet, Please!
AIA and Armando Testa have launched a new episode, dedicated to the iconic BonRoll, in the new campaign created for the historical brand from Verona. This is the second episode of the “La ricetta della gioia”, (Recipes of Joy). This is a communication format where the protagonists describe their personal recipes, consisting of people, emotions and moments, as well as the quality guaranteed by AIA.
This time a family dinner is featured, where the host of the house welcomes friends and relations into the living room: while waiting for the meal to be prepared, the group starts chatting and exchanging thoughts, sparking fun moments to share over their favourite meatloaf of white meat.
The ad is on air with two subjects: whole BonRoll, traditional oven baked meatloaf,
and sliced Bonroll, showing a new way of preparation, pan-fried slices in just 15 minutes. Both ads come in cuts of 15 and 30 seconds.
Both formats close with the AIA jingle, featured throughout the project: the iconic “Mi piaci…ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit sung by Raffaella Carrà, on this occasion it becomes “Che gioia… AIA”, played at the end of each ad with the protagonists enjoying a joyful meal. The jingle was specially created along with the music by Operà Music, as well as being really memorable, the goal is to unify the strategic work, and it will be featured in all the coming subjects in the series.
Once again the ad was directed by Federico Brugia and production was managed by Think Cattleya, thus continuing the collaboration started when Carne al Fuoco was released and which aims to follow the entire product range of the brand from Verona.
Paolo Tresoldi directed the social contents and the photos.
CREDITS
Client: AIA
Marketing Manager AIA Meats Business Unit Manager: Davide Veronesi
Agency: Armando Testa
Executive Creative Direction: Georgia Ferraro and Nicola Cellemme
BonRoll Creative Team: Roberta Campagna, Gaetano Corvino, Federico Albanese.
The campaign created by the Armando Testa Agency starring the singer songwriter from Tuscany, is planned for main TV channels, radio, digital and social media, including YouTube and Meta, using a multi-format strategy which includes static contents and videos distributed on feed, reel and stories.
Francesco Gabbani is the new Brand Ambassador of Segnoverde, a company in the Canarbino Group operating in the supply of 100% green electricity and natural gas. The singer and TV personality, who has won the Sanremo Song Festival twice, will be the face of a communication campaign which will run nationwide on TV, radio, digital channels and social media for the coming months.
The strategic close partnership with the new Brand Ambassador marks a significant step in the evolution of the Italian company: from confirming its commitment to green energy to officially entering the mobile phone market. But there’s more. With a view to offering its customers an increasingly broad and integrated portfolio of services, Segnoverde is introducing an important innovation: the opportunity to manage billing in a unified way for all its services, such as electricity, gas, mobile telephony, and energy efficiency solutions.
The presence of Francesco Gabbani shows the core values shared with Segnoverde: sustainability, concreteness and being close to people.
The campaign was created by the Armando Testa agency, which already created some of the best known creativity of the Group. Stylistically it is inspired by some iconic sitcoms of the 90s. The ad has three episodes and describes a series of household situations where Gabbani, playing himself, comes up against his friendly next door neighbour who is certainly nosey and always looking to “scrounge” his supplies, including electricity, gas and telephone.
The narrative has an ironic light-hearted tone and it offers a creative excuse to present the integrated offer of electricity, gas and for the first time also mobile phones, from today part of the Segnoverde Universe.
Francesco Gabbani is not just a well-known face: his image, his authenticity and his commitment make him the ideal spokesperson for a message that talks of the future and environmental responsibility.
AT Studios handled the production. Media Italia managed the strategy and media planning.
“Our aim with this campaign is to consolidate our positioning as an Italian multi-service operator which is attentive to innovation” states Ing. Aldo Sammartano, Chairman of Segnoverde. “Choosing Francesco Gabbani as our Brand Ambassador represents an important step for us: it means that we can describe our commitment for a more sustainable energy model in a believable, accessible and consistent way, also now integrating telephone services. It is a campaign that talks to people, using new language, but still paying the same attention to quality and trust that makes us stand out.”
“I have always been very attentive to issues concerning sustainability and the enviroment.” states Francesco Gabbani.
“Collaborating with Segnoverde allows me to continue with this commitment, which I try to put into practice every day, both in my personal life and in my work. The light-hearted ironic language, along with the imagery in the campaign made this a unique experience which reflects my values.”
The project was conceived by the Armando Testa Agency in collaboration with Regina Margherita Hospital in Turin, the School of Hygiene Speciality and the Piedmont – Valle d’Aosta Oncology network.
The “What would you do for love” campaign won the award in the Public Communications category at the XXII edition of Areté – Responsible Communication 2025, with the following motivation:
“An awareness campaign about vaccination against HPV that succeeds in targeting a young audience with intelligence and an emotional narrative”.
The aim was to build awareness and inform the younger sections of the population about the HPV (Papilloma Virus) infection, inviting them to take part in a major Open Vaccination Day at Regina Margherita Hospital.
The project was developed over a number of phases: firstly a teaser campaign, launched with a guerrilla operation throughout the city of Turin on the morning of 14 February 2025, posing just one question “What would you do for love?”. Subsequently, a live reveal campaign on 17 February across a range of touchpoints – outdoor, press, radio, video web and social channels – with a reply that was just as powerful: “The true act of love is getting vaccinated against HPV”. During this second phase numerous personalities generously and enthusiastically lent their image to the cause.
This social campaign represents an important public health initiative and an opportunity to build awareness of how effective the vaccination is and of the importance of preventing potentially serious consequences associated with Papillomavirus infection.
The Negroni brand is continuing its integrated communication campaign with a new TV subject created by the Armando Testa agency, featuring pancetta cubes. The ad airs from 5th October on all main television channels and digital platforms.
Negroni salamis – symbols of tradition and conviviality – are present in the most authentic moments we share in our lives: they mark time in a love story, they are there during true relationships, they light up life with their “Buona Stella”, the pay off of the Negroni logo.
Ensuring consistency with previous subjects, the narrative part here too always starts off from the most iconic of the brand’s products, Negronetto, creating a butterfly effect full of emotion and flavour. The new film closes with the preparation of a plate of pasta based on the iconic pancetta cubes, prepared by the couple starring in the film with gestures of complicity and then savoured together at the table.
Paolo Genovese’s direction for this subject too succeeds in telling this story with a cinematographic slant to evoke emotions and make people feel closer to the story.
The film dedicated to the cubes category comes in a cut of 15’’ and it is the second subject to air in the new Negroni campaign, after the one featuring cold cuts.
In addition to the film, the campaign will be extended and will feature also on social media with dedicated contents.
AT Studios managed the production of the campaign.
CREDITS
Client: Negroni
Marketing manager: Claudia Ferrari
Brand manager: Francesca Pedrazzi
Digital marketing & communication specialist: Giulia Monti
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Casa Sant’Orsola is a leader in the market of prosecco production and now they’re making their debut into the world of aperitifs with the launch of “l’Aperitime” with the new line dedicated to preparing spritz.
That’s how Sant’Orsola Luxury Spritz was created. It is the result of the marriage between the famous Sant’Orsola Luxury and the new 25 Aperitivo.
After a pitch to assign the brand communication, the Armando Testa agency has been entrusted with the launch campaign for the new product consisting of a TV ad where the sound track is the distinctive feature.
The Luxury Spritz is actually celebrated with lyrics, especially adapted from the catchy tune “Tutta l’Italia”, creating such a memorable jingle that it becomes itself a sound bite capitalising on the strength of awareness enjoyed by the original track making sure that the brand itself becomes unforgettable.
The ad opens when a beautiful girl arrives in a bar, she heads off to the counter with a bottle of Sant’Orsola Luxury prosecco hidden behind her back. She places the bottle on the bar and to the notes of “Questo Sant’Orsola Luxury Spitz è per…” the bartender gets the party going in the bar.
To the rhythm of “Lasciateci brindare, Luxury Spritz in mano”, the party comes to life with toasts and the choreography of dancers performing around the undisputed hero of the campaign: the iconic 25 Aperitivo bottle.
The video was produced by AT Studios.
The campaign airs from 2 October on TV, web and press.
CREDITS
Client: Casa Sant’Orsola
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
AIA, a reference brand in Italy for meat, meat-based products and eggs is communicating once againwith the Armando Testa agency by their side in this strategic and creative journey aimed at reinforcing the brand. They’re doing it by starting off from their historical domain, always part of the brand’s DNA: joy.
AIA wants to offer people goodness and quality, but also the emotions that only joyful convivial moments with a great meal can give. In line with the historical payoff “Se c’è AIA c’è gioia”, (If there’s AIA, there’s joy) the brand is reaffirming in a powerful way the emotional role that food plays, including taste, simplicity and daily routine, always with a positive approach highlighting the emotive benefits from products that are not only good but also easy to prepare.
The films are topped off with a one-of-a-kind jingle: the iconic “Mi piaci… ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit song by Raffaella Carrà. For this occasion it becomes “Che gioia… AIA”. Specially created together with Operà Music, the jingle expresses freshness and is easily memorable, becoming the underlying theme for all future campaigns which will feature AIA’s sub-brands. This is a project that encompasses not only the positioning of the brand but also all key communication touch-points.
The first chapter in this journey is the TV debut of Carne al Fuoco AIA, the new campaign dedicated to marinated ribs and tenderised pork fillet, in 30’’ and 15’’ cuts, with two subjects dedicated to each product and a series of specially produced contents for social media. The spot is the first episode in the new format “La ricetta della gioia”, (Recipefor happiness) where personalities describe their personal recipes for happiness, involving people, emotions and shared moments – as well as the AIA quality.
The communication continues from21 September with creativity dedicated to the AeQuilibrium brand. It features the “Aequilibrists”: people who have discovered “the joy of living well-balanced,” as the new tagline states. The ad shows them nimbly walking on a blue slackline through the city, a symbol of the perfect balance between pleasure and well-being. Once again, the ad concludes with a joyful meal accompanied by the new AIA jingle, sealing the entire communication campaign for the mother brand.
Federico Brugia directed both the ads which were produced by Think Cattleya. This is the beginning of a creative partnership which will continue through the coming chapters of this format. Direction of social contents and photographic shots was managed by Paolo Tresoldi.
CREDITS
Client: AIA
AIA meat Marketing Business Unit Manager: Davide Veronesi
AIA Salumeria Avicola and Eggs Marketing Manager: Fulvio Faletra
