Italy: NaturaSì launches first TV commercial

La tua scelta bio (your organic choice) is the claim of NaturaSì's first TV commercial, on air on the Italian state television since 12 May 2013. The commercial, launched during the 20th anniversary of the organic supermarket chain with 101 supermarkets and three restaurants throughout Italy and two supermarkets in Spain, is "a spot of values”, as Roberto Zanoni, chief executive of NaturaSì, said at a press conference, “to get even closer to the consumer, at a time where the organic values are increasingly shared". (Picture: NaturaSì in Vicenza)

The message of the ad is that the secret of organic foods is fertile land, cultivated with passion and passed down from generation to generation. Passion is in the message of Fabio Brescacin, president of EcorNaturaSì: "We are creating a guaranteed supply chain with the producers, based on mutual cooperation to provide more and more high quality products. But the farmer alone cannot do it: the goal is to make it clear to the consumer that his or her act of buying triggers a virtuous circle".

Shot at the Di Vaira biodynamic farm in Molise, with actors chosen among people who work there and the employees of the chain, the spot will be on air for three weeks on Rai channels (30 ", 15" and 7 ") and on the web, now with a more comprehensive version. The TV commercial can be watched here: http://www.youtube.com/watch?v=g8K8jNRI3sY.
 

"In the past, we have done campaigns in newspapers for the opening of retail outlets, or using the web and events”, says the marketing director Edoardo Freddi, “but without a real communication budget.” The choice to go on TV with a total investment at a list price valued at €6m million, it is aimed to bring the message "help agriculture" to an audience less attentive to these issues. "This mission lives on the web too through our websites www.ecor.it and www.naturasi.it”, Mr. Freddi continues, "at Facebook and by the collaboration with some bloggers."

The company is also studying innovations for its points of sales and aims at having 110 stores this year. With sales of EUR140m in 2012, the goal of turnover is EUR150m in 2013.