Fumagalli

Direct control over the entire supply chain is an industrial asset that is largely invisible. It lies in processes, specifications and controls, and for years no one in the cured meats sector had really told that story. Over the decades, ATC’s partnership with Fumagalli Salumi has transformed this asset into a recognisable positioning and a communication ecosystem capable of speaking to a highly diverse B2B2C audience.

We started with an analysis of the controlled supply chain processes, to understand which values mattered most to trade and consumer stakeholders, and how they could be expressed in a clear and accessible way. That positioning led to the development of the logo and corporate identity, the redesign of the brand’s main touchpoints and the Certificazione Anagrafica, a traceability system that allowed consumers to use a unique code on the corporate website to access the full history of the product. It was a way of communicating transparency before traceability had even entered the language of the FMCG sector. In parallel, we built brand awareness through trade and consumer campaigns, sales materials and packaging projects that supported the company across Europe, the United States and the Japanese market.

A decisive step came with “Etichetta Etica” (“Ethical Label”), the brand territory that gave that vision a name. We defined the strategic platform, naming, logo and the key concept “Our products reflect our values”, bringing together supply chain, animal welfare and business ethics in a proposition that sales teams could communicate clearly to buyers. That territory was then translated into sales materials, industry campaigns, trade fair installations, immersive experiences for major international B2B exhibitions, and a magazine-style blog that gave the content a dedicated space of its own.

The same principle guided our work on product packaging and product naming, from the “Freschi di Filiera” packs and their dedicated landing page, to the “Nondirdinò” snacks and the “Cooking Ingredients” range. Each product opened up a different consumption occasion, and each pack was designed as one component within a broader narrative that reinforced the brand values.

The digital ecosystem followed the same approach. We developed the social media editorial plan for Facebook, Instagram and LinkedIn, redesigned the website’s UX and UI with an integrated blog section, produced video content, managed collaborations with food bloggers and influencers such as Tessa Gelisio, and created proprietary formats that gave the company’s own people a direct voice. The renewal of the brand manifesto and the payoff “L’etica della buona tavola” then distilled into a few words what the positioning had built over time.

It shows what supply chain communication can achieve when it goes beyond certification. A corporate value becomes a brand territory, the territory generates products, the products feed content, and the content leads back to the original value, making it visible once again.