Italian fresh convenience specialist La Linea Verde has launched a new publicity campaign in support of its range of DimmidiSì-branded products, the second such initiative of 2010.
Following a major television and radio advertising campaign earlier in the year, the company this week unveiled a integrated communication programme involving 1,500 posters to be placed strategically at major retail stores and across Italy's major cities.
According to La Linea Verde, the aim of the campaign is to underline the freshness of DimmidiSì products and, in particular, two products: fresh smoothies and fresh-cut salads or fruit.
Set against the unmistakable backdrop of the Italian tricolore flag and beneath the tagline 'Our flag is freshness', the company is also making sure the Italian heritage of its products is clearly in evidence.
For the entire month of July, many of the marketing tools already used by the group this year are set to be retained in order to promote the DimmidiSì brand.
Advertising on television and radio will continue, as will public relations activities as well as point-of-sale promotions and tastings.
Alongside a number of co-marketing initiatives, meanwhile, DimmidiSì will also sponsor a number of areas such as sports, youth activities, national events and healthy eating, which fit in with its commitment to freshness.
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