10 years after the semi-flop,

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After

In 2020, 10 years after the semi-flop, chocolate tortelli are back in the fridge with a new shape and a new name. With what result? They sold out !

The example of “diversification” of the more traditional product was clarified and explained precisely and was not misunderstood, indeed, appreciated precisely for the novelty proposed.

How? Not only were there objective changes (naming, slogan), but the communication strategy (fresh from the failure) was completely rethought.

The packaging took on the colours of the chocolate, but the great bj lists importance and difference was the new packaging which highlighted the blocks of chocolate together with the ravioli plated on a shortcrust pastry base.

Furthermore, the slogan was clarified: “an unexpected first course” became “ the dessert you don't expect ” and appeared on the packaging.

Ravioli were then characterized as sweet, in the dessert and cake area and with the name “limited edition” leveraging the principle of scarcity.

Thanks to influencer marketing , it was shown on social channels how the product could be cooked. Tutorials, stories and live were the extra gear!

Finally, the desire to try, to test oneself in the kitchen and improvise as a chef (of unexpected desserts) ignited the curiosity and enthusiasm of an audience ready to get involved. An audience accustomed to the challenge and much more ready to leave their comfort zone, educated by programs that for some years have given us emotional and sensorial journeys, completely new compared to ten years ago!This is a project that involves us together with Job Shuttle, Mestieri Lombardia, the Centro Servizi Aziendale COESI and Confcooperative Bergamo, with the participation of FIEB (Fondazione Istituti Educativi Bergamo).

One small step for man, one giant leap to become a marketer
This is a free training course in digital marketing , dedicated to young people who want to approach the world of work in our sector.

Each participant is provided with a dedicated growth plan and targeted lessons held by industry professionals.

We have selected 15 young people under 30 who are following an innovative training program structured according to 3 methods :

online training courses that prepare a starting point on horizontal skills in digital marketing
classroom training courses with agency specialists from each department
on-the-job training , during which Academy members will be able to get their hands on real projects, building their skills in the field.
At the end of the 5-month course, participants will be issued a certification recognized by the Lombardy Region attesting to the level of preparation achieved.

You will be curious to know them, we will introduce them to you one by one .