The brand’s objective was clear and ambitious: create the strategy and tools to launch Cucina Speciale Matarazzo in the USA. This would require a robust launch strategy and a deep understanding of the market landscape.
European pasta company, Molinos Río de la Plata, had a mission to deploy a multi-category brand which would allow them to expand and enter the international market. However, they needed the shopper approach and activation materials to do so successfully.
First, we carried out a local market assessment to acquire first-hand knowledge of the channels, the main players in the category, and local consumption behaviors and insights. Based on this information we began the development of a positioning and launch strategy aligned with the desires and needs of the market and the target.
We developed a customer selling story which presented the Cucina Speciale Matarazzo proposal, the business vision, strategy, its relevance to the market, as well as the product portfolio and the materials that would support it at the point of sale.
Understanding the critical role of social media, we worked on the development of the Cucina Speciale Matarazzo Instagram profile as well as designing their consumer-facing website.
For the point-of-sale communication we created key visuals and messaging that responded to the particularities of the US channels as well as the behavior of the shopper, all with the goal of driving trial and sales.