Back 20 December 2024

Veronesi Group renews its creative strategy: Armando Testa entrusted with the integrated communication of brands.

Veronesi Group renews its creative strategy: Armando Testa entrusted with the integrated communication of brands.

The Turin agency will manage the creativity for ATL and digital activities for all the food brands in the Group.

Creative excellence to support great Italian food tradition: from 2025 Armando Testa will become the strategic and creative partner of the Veronesi Group.

After a pitch held in recent months, the Veronesi Group selected the creative agency to develop upcoming campaigns for their brands AIA and Negroni. This Group is the first agri/food group in Italy that can rely on a complete and integrated supply chain for the production of feed, eggs, meat and traditional Italian cured meats.

This will be a partnership where innovation will be key to create the culture, an aspect that has always distinguished the approach of this pioneering company in many segments of the sector where the brand has introduced products which have become iconic over time, such as AeQuilibrium, BonRoll, Negronetto, Spinacine, Wudy.

An ability to predict tastes and lead evolution not only regarding eating habits but also of the consciousness of Italians as demonstrated by the fact that this year AIA and Negroni have been selected by the Ministero delle Imprese e del Made in Italy (Ministry of Trade and Made in Italy) to be part of the exhibition “Identitalia, The Iconic Italian Brands”, developed to celebrate 140 years of the Italian Patent and Trademark Office. 

From next year, Armando Testa will handle the conception, development and creation of a multi-channel integrated communication strategy with innovative storytelling using TV, visual and social campaigns.  The goal is to promote all the food brands in the Group, further strengthening the ties of trust between the public and the prodcuts AIA and Negroni, which already today can be found on dinner tables of more than 17 million and almost 10 million Italian families respectively. 

The decision to entrust just one agency with the creativity for the entire communication of AIA and Negroni – Veronesi Group explains springs from the desire to make the story of our brands even more iconic and distinctive, with storytelling that reflects the values we have always believed in. Thanks to the collaboration with another company that embodies Italianness throughout the world, such as Armando Testa, we want to give a new voice and imagery to products that have been on millions of Italian dinner tables for decades”.

“We are proud to stand side by side with an outstanding Italian company such as the Veronesi Group, this company has always contributed to the culture of good food in this country and today Armando Testa is enthusiastic to share a further chapter in this journey. 

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Veronesi Group

The Veronese Group is the first Italian group with a complete and integrated supply chain which starts off from the production of feed substances and goes up to the processing and distribution of meats and cured meats, which are part of the Italian gastronomic tradition.  AIA, Negroni and Veronesi are the three reference brands present in the market; with around 8,500 employees in 24 production facilities in Italy, the Veronesi group closed 2023 with consolidated net income of 4 billion euros, confirming its position among the main Italian actors in the agri/food sector.  Sales in the domestic and international market contributed to these results: the company’s “Made in Italy” exports reach more than 70 countries and account for 15% of total turnover. For more information visit the site: https://www.gruppoveronesi.it/

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