ATC – All Things Communicate for Fumagalli Salumi.

From supply chain culture to brand ethics

speciality

Branding
Content creation & storytelling
Trade, consumer & internal communication
Packaging
Below the line & POS activation
Adv
Outdoor
Events & exhibition
Digital development
Social media content plan
Shooting
Local adaptation

deliverable

Logo & corporate identity
Key concepts & product naming
Label & packaging design
Adv trade B2B
Brand manifesto
Event management
Stand & installation
Billboard
Headquarter dressing
Retail materials
Visibility toolkit GDO
Video
Leaflet / Flyers
Website
Social assets
Landing page
DEM

A 25-years partnership to transform ethical governance, corporate integrity, transparency, and full supply chain control into a highly distinctive market positioning and a strong communication ecosystem to drive Fumagalli’s growth both in Italy and internationally.

Since the early 2000s, ATC – All Things Communicate has accompanied Fumagalli on an evolutionary journey, transforming its industrial and production heritage into a distinctive brand identity. The collaboration began with a meticulous analysis of the internal processes driving Fumagalli’s integrated supply chain. The strategic objective was to make complex operational values, which at the time were entirely untold within the sector, both clear, compelling, and relevant to a diverse B2B2C audience.
This comprehensive positioning work has resulted in the creation of the brand’s logo and corporate identity, the redesign of its core touchpoints, and the launch of pioneering transparency initiatives, such as the Certificazione Anagrafica, which empowered consumers to trace the complete lifecycle of their purchase simply by entering a unique code on the corporate website. Simultaneously, ATC built brand awareness and authority through targeted trade and consumer campaigns, bespoke packaging projects tailored for Europe, the US, and Japan (Fumagalli cured meats were the very first to break into the Japanese market), advanced sales enablement assets, and a communication framework engineered to leverage direct supply chain control as a core competitive advantage.

In 2013, this vision was formalised into a definitive brand territory: "Etichetta Etica". We developed the strategic platform, naming, logo, and the key concept “I nostri prodotti sono lo specchio dei nostri valori” (Our products reflect our values) successfully recapping Fumagalli’s deep commitment to supply chain transparency, animal welfare, environmental sustainability, and corporate social responsibility. Over time, this concept was integrated into an omni-channel communications ecosystem, spanning everything from sales collateral and industry-specific trade campaigns to exhibition installations and immersive brand experiences built for Expo 2015 and leading international B2B trade shows. This long-term project translated intricate corporate practices into a coherent, highly recognisable narrative embraced by stakeholders, commercial partners, and end consumers, a feat further amplified by the launch of a dedicated brand blog with a polished, editorial magazine layout.

In subsequent years, ATC has continued to support Fumagalli through product line expansions and evolving market engagement channels. From designing the packaging and naming for premium ranges like the "Freschi di Filiera" range, to introducing innovative, sustainable solutions tailored to modern consumption occasions, every single asset was conceived to tell a story and drive market differentiation.

Over the years, ATC has developed numerous packaging projects for Fumagalli cured meats: the Freschi di Filiera packs, accompanied by the creation of a dedicated landing page; the Nondirdinò snacks; the Cooking Ingredients line; as well as international trade fair projects.

The exact same strategic rigour was applied to the brand's digital ecosystem. This included launching and managing content strategies across Facebook, Instagram, and LinkedIn, a complete UX/UI overhaul of the fumagallisalumi.it website (featuring a comprehensive, deeply integrated blog seamlessly linked to social channels); high-quality video production and collaborations with authoritative food influencers and broadcasters, such as Tessa Gelisio. Furthermore, bespoke social media formats were developed to give a direct voice to the company's internal team. This rich journey recently culminated in the revitalisation of the brand manifesto and the unveiling of the new tagline "L’etica della buona tavola" (The ethics of good food), the ultimate synthesis of a powerful legacy built together, over time.