GENERATION G

In 2022, the Consortium for the Protection of Gorgonzola Cheese has revamped its communication with a new integrated campaign that breaks the mould from the past and introduces us to Generation G: the only generation where age does not matter but passion for the undisputed king of blue cheeses.

Context

Shared pleasure

In a global scenario in which generations seem to be divided by insurmountable differences in tastes, opinions, and ways of acting, Gorgonzola Dop represents the intergenerational link, capable of bringing everyone together in the name of taste and pleasure.

This campaign – conceived from stretegy, to creativity, to production to media plan – represents a new course for the brand’s tone of voice and approach and involved with a highly integrated declination all its media touchpoints.

Year

2022

What we did

STRATEGY – TVC 15” + 30” – SOCIAL MEDIA CONTENT – MEDIA PLAN – WEBSITE

CHALLENGE

Renewing tradition, with taste

Gorgonzola Dop is one of Italy’s main excellences, with a very long history that goes all the way back to the Middle Ages and that has been handed down, from generation to generation, lending itself to infinite ways of use: exceptional in its purity, unmistakable in its recipe. Starting with its unquestionable goodness, the goal was to consolidate the tradition by “opening the door” to contemporaneity, not only in its use but also in the representation of its typical consumers.

In addition, it was necessary to transfer the message through different channels and different activations, so as to expand the audience as much as possible.

Solution

One generation to unite them all

The idea, therefore, was to define the canons of a new generation, capable of overcoming the age reference in favor of other, and far more important, characteristics.
Which ones? Being creative individuals by passion, sincere by nature, free from judgment and in love with taste.

And it was precisely these characters that became the protagonists of the commercial.
In other words, a generation that loves to enjoy it, and that is precisely why they love Gorgonzola DOP.

Execution

Parallel lives, from TV to furniture

The taste that unites generations, represented in the commercial by Generation G, also came to life on social channels through content inspired by major trends. Like the influencer project “A Generation in the Kitchen” in which 10 creators, of different ages and worlds, challenged each other by making recipes with Gorgonzola Dop to engage the community.

In addition, this contemporary aesthetic has also found its way into the new website, which features clear messages and a minimal design.

Results