Pomì returns on-air with-The-good-to-change
With cross-channel planning on TV, streaming and social media, Pomì says that in the kitchen changing is not betraying tradition - it's the tastiest way to interpret it
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Our Pomì brand returns to the air with the new commercial «Il buono di cambiare», created by Alkemy+. An integrated campaign designed to strengthen the brand's presence in the Italian market and strengthen its connection with a new generation of consumers. The creative concept is based on the fact that Pomì is simple, delicious, and versatile, from which it all starts: the secure foundation that makes every recipe ready to welcome something new. And it is precisely from this certainty that the claim «The Good of Changing» is born: changing is not a betrayal of tradition,it is the most natural and tastiest way to interpret it. The commercial brings this message to the stage through a light and pop format, featuring refrigerator magnets, iconic and irreverent characters, who, interacting with each other and with the protagonist of the scene, propose unexpected pairings and culinary choices that challenge the classic. The result is communication capable of speaking to those who live in the kitchen with curiosity, without taking themselves too seriously. The communication campaign is divided between the broadcast of over 5,000 commercials from mid-June to mid-October on major TV stations and on-demand platforms, as well as a parallel activation on social media channels with Meta and TikTok, aimed at an experimental consumer who experiences cooking as an expression of themselves.“With this campaign, we confirm Pomì's centrality in our brand strategy and our commitment to building an authentic bond with new purchasing managers” - says Fabrizio Fichera, Dir Marketing and BDdi Casalasco -. "’The Good of Change’ is a campaign that speaks of kitchen diligence, a value we feel deeply for ourselves. It's the losing massage that Pomì is not only a quality product,the result of a 100% Italian supply chain, but it's also an excellent ally for experimenting with what you like, even where tradition hasn't yet arrived”.
Watch the new Pomì commercial: https://youtu.be/ZbF-_x9yxzM?si=ikFCYLmvthpjULPm
