Sharing food with other people is part of the way of understanding food itself: 65.4% of Italians declare it in the survey of astraricerche for Negroni, The brand of cured meats among the best known by the Italians thanks to its 100 years of history and, also, the historic Jingle “The stars are many, millions of millions …”.
The gesture of sharing the most iconic and beloved food? Break a sandwich with ham or salami in half and offer it to another person (for almost 45% of the sample interviewed). A primacy that is also linked to the memory of the special moments with Negroni salami: for 3 out of 10 Italians the sandwich for the snack brought from home (32.1%) wins, in front of the snacks listening to the radio or watching TV (16.9%), at snacks with grandparents (16.7%), at the sandwich shared with the friend or friend of the heart (15.6%).
And it is precisely the theme of sharing in the center of the new Negroni communication campaign, directed by Paolo Genovese (director of Perfect strangers And Madly) and signed by theArmando Testa agency – which summarizes the new positioning of the star brand, increasingly oriented to strengthen their bond with people and bring everyday life and authentic emotions to the center of the narrative.
“Negroni’s star has always enriched the everyday life of people,” he explained Claudia FerrariMarketing Head of the Negroni cured meats, “and today with the new campaign we tell how every occasion can become a memorable experience together with our products, which become catalysts of emotions and special moments to share. Moreover, shared food is the thread that binds many moments spent together and for over a century Negroni has supported the value of the sharing of food as an authentic gesture. Hence the choice of having your good star as a new Payoff “. We are also proud to have entrusted the direction of the film to Paolo Genovese to tell this story with a cinematographic cut and, at the same time, to excite and bring the film closer to all the people who choose Negroni every day”.
For the director Paolo Genovese: «Negroni is a brand with which we all grew, for this, since the first shot, we wanted it to understand that we are talking about something familiar, true. For me, the beauty of this campaign is to have chosen to talk about the Negroni products by talking about the people they are addressed, telling their emotions and their stories. It is a tender and deeply human story, he excites us because it reminds us of something about our life. As in a romantic comedy, you fall in love: of the protagonists, simple gestures, of the pleasure of sharing something good. The camera was totally at the service of the story: each shot had to make us participate in an exciting and light story ».
AND “Your good star” The slogan of the new Negroni campaign, signed by the Armando Testa agency with the direction of Paolo Genovese and on Air starting from June 29 on TV (in formats 45 ”, 30 ” and 15 ”) and on all the main television broadcasters and digital platforms. An emotional story made of memories and special moments, where Negroni products mark the time of a love story from the first encounter from children to the construction of a future together.
The narrative starts from an iconic brand product, the negry -brown, but the goal will be to tell how all the Negron salami are present in the most authentic and shared moments of our life. To be the background, the timeless jingle of the brand revised in a new key, in line with the new positioning of the brand.
Since the beginning, Negroni became a fixed presence in the tables of the Italians, so much so as to push Paolo Negroni To give life to the first advertising initiatives characterized by iconic memorable posters and TV commercials, which have allowed the star brand to stand out for the constant innovative spirit in the use of cutting -edge forms of communication, several times in advance of the times. A popularity also amplified by Carosello with the famous sketches of Ugo Tognazzi (former employee of Negroni) and the series of Sheriff of the Silver Valley who played on the salami factory symbol, the star, adopted in the early 1920s.
Without forgetting the historian Jingle “There are many stars, millions of millions …”one of the longest in Italy, aired only in the last 20 years for over 45 thousand minutes, and among the most popular jingles ever, created in the early sixties for radio commercials and for the historic Rai Carosello program and reinterpreted for TV commercials by great Italian artists such as Enrico Ruggeri, Mario Biondi, Noemi and Tiromancino.
