During Europe’s first lockdown in March 2020 the bustle of Italian cities died down and most of industry ground to a halt. The panic-stricken population began storming the supermarket shelves for basic necessities such as the popular dairy products found in every Italian home, so Lactalis Italia had to keep its factories open.
The Lactalis communication strategy in Italy strives to convey the positive social impact of the group on the Italian national system and its logic of close involvement with Italian people.
As part of this, BCW Italy chose to highlight how, from the earliest stages of the pandemic, Lactalis reacted promptly to safeguard the work of its staff and cater for the wider community.
As part of this, BCW Italy chose to highlight how, from the earliest stages of the pandemic, Lactalis reacted promptly to safeguard the work of its staff and cater for the wider community.
An integrated communication project casting Lactalis employees as everyday heroes and stressing the value for Italy generated by Lactalis. The final output is a video entirely featuring Lactalis Group employees telling their own true stories: stories of extraordinary normality.
The project was supported by a digital campaign on the LinkedIn channels of the Group (Lactalis Italia, Parmalat, Galbani). Communicating the commitment made during the pandemic was a significant accelerator reinforcing the company's positioning as an important resource for the whole country.
Creative Director: Paolo Magnano
Senior Art Director: Gianni Zagaria
Digital Art Director: Lorenzo Paoletti
Copywriting: Paolo Magnano, Gianni Zagaria, Roberto Peraboni
Digital Director: Roberto Peraboni
Digital Account: Clara Macor
Account: Enrica Borrelli
Editing Video: Paolo Cerri
Voice: Francesco Wolf
Mix Audio: Milk Studio
Agency: BCW Global
Client: Gruppo Lactalis Italia
Client: Gruppo Lactalis Italia
