The task
A well-established and well-loved Italian restaurant chain embarked on an ambitious global growth strategy. It realised very quickly that the this easily understood offer in Italy needed to change its brand communication to stand out in much more competitive markets: London, Hong Kong and Cupertino.
The solution
We worked extensively with the team in Milan to define the new global values and core proposition “The Italian Art of the Panino” to create a framework helping them to stand out and communicate simply their Italian essence to a global consumer. The communications strategy provides clear instruction to unifying, simplifying and where necessary “dialling-up” the message appropriate to each location.