Gourmet’s “The art of excellence”: the 2024 contest entirely managed by ATC – All Things Communicate
As established partners for Purina Italia's flagship brand, we were chosen to follow the entire creative and operational process, from the design to the full management of the activity.
- Promo mechanics
- Key visual
- BTL
- POS activation
- Online amplification
- Production
- In store materials
- Consumer awards
- Cuvette
- With compliments cards
- DEM
- Banner campaign
Customer loyalty was put at the centre. Until December 2024, Gourmet’s “The art of excellence” has allowed cat owners to get a highly emotional reward.
The objective was to encourage loyalty among Gourmet Italia consumers with a surprising contest, different from all past operations, that could fully reflect the brand's elegance and reputation, and involve all the products of the brand portfolio.
After identifying the concept “The art of excellence”, the first phase consisted of working alongside the client on the contest and on the prize: a prestigious picture to cherish as a precious memory.
More specifically, an artistic portrait of the consumer’s cat, to be won by draw by spending a minimum amount on Gourmet products
ATC designed a key visual in which the clean, elegant graphic style representative of Gourmet communications is central. The naming is portrayed in a sinuous script font; the visual elements,
carefully balanced through the colour bands, highlight the brand’s hero cat, the depiction of the prize and the Gourmet sub-ranges involved in the operation.
The agency created several communication assets: from a full in-store set-up for the grocery channel with the integration of BTL elements, to the online engagement including the development of EDM and a banner campaign.
In addition to the deliverables created for online and offline amplification, ATC also took care of the logistical-organisational management of the prizes, effectively covering the entire project development.