Monini, a communication
campaign

A communication campaign, a press tour and a competition: these are the elements of the strategy that LifeGate developed to showcase the sustainable commitment of Monini and tell the story of the brand values.

Monini, a communication
campaign

A communication campaign, a press tour and a competition: these are the elements of the strategy that LifeGate developed to showcase the sustainable commitment of Monini and tell the story of the brand values.

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THE CHALLENGE

The challenge was to create culture and promote consumption

The challenge for Monini was to create culture and promote consumption of EVO (extra virgin olive oil) in Italy, boosting brand awareness with the general public and improving the company’s sustainable positioning, in its desire to build its credibility in the organic line towards the aware consumer target.

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THE SOLUTION

We communicated the values of Monini

We communicated the values of Monini with a targeted editorial plan, a press tour and a competition for retail operators, which transposed the company’s commitment into concrete action for the environment and for biodiversity. We raised public awareness of the nutritional characteristics, health and cosmetic properties of EVO, its economic relevance and false myths, as well as the relationship between oil and the environment, society and health, with high-profile, instructional articles, all by LifeGate, often produced with contributions from academic, scientific and business experts in the industry. The video storytelling and the interviews conducted during the press tour in the district of Gargano, published on our network and on the LifeGate social media pages, made it possible to highlight and raise the profile of Monini’s organic olive groves.

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THE RESULTS

The numbers show the success of this strategy

The numbers show the success of this strategy: the content of the dedicated column published on the LifeGate website was viewed over 100,000 times, and the social campaign achieved over 700,000 hits. The video storytelling of the press tour on the Gargano area reached almost 120,000 people. The benefit, both in terms of visibility and environmental impact, generated by the “Le api e l’olio” (Bees and Oil) competition was also noteworthy: the social campaign reached over 800,000 people and over 1,200 participants registered.

A few numbers

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Participants in the competition
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Views of articles
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Views of the social campaign