DimmidiSì, one of Italy's leading fresh convenience brands, has returned to the nation's television screens with an advertisement dedicated to its line of Zuppe Fresche fresh soups.
The new advertisement, which began on Sunday, 21 November, is set to continue until January 2011 on channels La7, La7d and Cielo.
Italian fresh convenience company La Linea Verde, which markets and distributes DimmidSì products, says it will continue to invest in marketing communications of this kind in order to increase awareness of the brand.
The advertisement is also expected to boost penetration of the Zuppe Fresche range among Italian families and therefore expand what it describes at present as a relatively 'young and promising' market.
'For this reason we have chosen to have a targeted and focused marketing programme, aimed at reaching a wider public but without losing existing market share, and designed to reach both loyal and potential consumers,' said a spokesperson for La Linea Verde.
In this context, the profile of viewers watching La7 is regarded by La Linea Verde as ideal and the channel will therefore feature its soup advertisement alongside mainly prime-time programmes, including La7's main news service Tg La7.
La Linea Verde has also booked advertising slots for the coming two months alongside Sky Tg 24, Italy's most popular rolling news programme broadcast on Cielo.
'Thanks to La7d and Cielo, we will be able to take advantage of the recent move towards digital, which allows us to reach a broader and more interested public,' said the spokesperson.
The new Zuppe Fresche advert uses the same creative style and format as those which were used to communicate messages about other product lines in the DimmidiSì range, namely Fresco Raccolto prepared salads and Frullati Freschi fruit and vegetable smoothies.
'The creative concept highlights the products' freshness, goodness and high service content, showing them being consumed in different situations,' the spokesperson explained.
Underlining these characteristics, the advert shows an inviting bowl of fresh vegetables transforming itself into a DimmidiSì soup, a transition which conveys the brand's value promise of 'Well-being comes from freshness'.
The advert's message is also accompanied by the lively and well-recognised DimmidiSì jingle, which is there to communicate directly and forecfully the brand's character.
The advertisement can be viewed now on La Linea Verde's official website
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