Atalanta - Regg It Up "Family-style" Videos
Atalanta noticed a growing trend around simple-to-make recipe videos shot in a traditional top-down style made popular by the Buzzfeed “Tasty” series. They looked to simulate this approach to showcase Parmigiano Reggiano. Spitball immediately looked at this as an opportunity to break away from the norm and set the brand apart with a look and feel as authentic as “The King of Cheese” itself. The result was an aesthetic masterpiece and a performance winner.
Spitball broke the conventional norms to bring more personality to the spots by focusing on simple storytelling and human elements while elevating the brand as the hero. Multiple camera angles, dramatic lighting, a lively soundtrack and precise editing kept consumers far more engaged than the traditional overhead shot snoozers. The introduction of children brought a family style feel that is reminiscent of the purity of home cooking.
The campaign drove the highest social engagement for the brand to date and video completion rates topped reporting charts as well.View All
Cheese Point of Purchase Display
Atalanta and the Italian Consortium were faced wth a challenge. How do you engage consumers to generate trial of Parmigano Reggiano? Sampling programs are expensive and difficult to manage across regions and retailers so the easy answer wasn’t feasible. But Spitball is never about shortcuts.
Spitball took inspiration for the cheese wheel itself, the result of decades of perfectly honed craftsmanship, and created a display case that used a fabricated cheese wheel as the form factor. When cut in half, it created a clamshell shape with the top half containing educational and recipe videos, while the bottom half served as the vessel for the product and literature.
Spitball created the concept and worked with packaging engineers on the final production. The result was instant with numerous retailers approving and buying into the display case for their grocery locations. The initial goal numbers from the pilot have quadrupled in terms of participating retailers and continues to grow.