Volpi Foods, a renowned purveyor of artisan cheeses and meats, has been delighting taste buds for 120 years. With a rich heritage and commitment to quality, Volpi Foods has become a trusted name in the culinary world for its wide assortment of packaged, ready-to-eat Italian meats and cheeses.
Volpi Foods reached out to Champ marketing agency for assistance in the form of two marketing campaigns: one that would focus on the food brand’s 120th anniversary, while the second campaign would promote Volpi’s new, more sustainable food packaging.
Services Utilized
With the campaign’s goals underway, our marketing team provided a strategic concept, design, and copywriting services to execute Volpi Food’s marketing campaign.
Overview
Working closely with the client, our marketing goals were to showcase Volpi’s authentic tradition and culture to American foods while positioning it as an evolving, family-owned consumer packaged goods brand.
Challenge
This challenge meant revamping the overall brand design and celebrating Volpi’s legacy while ensuring it remains appealing and appetizing to its contemporary consumers.
In the process, Champ created a cohesive campaign and narrative that establishes brand awareness for both the company’s 120th anniversary and honors Earth Day with its new line of sustainable packaging of food.
Solution
Marketing Strategy & Concept
Champ took on the task of developing a comprehensive brand strategy that spans all marketing channels – including ads for print, billboards, social media, and commercials for TV streaming services such as Hulu.
Our expert marketing team dived deep into Volpi Foods’ history, values, and company mission to craft a strategy that not only celebrated the 120-year milestone but also set the stage for the future – one that promotes its new line of sustainable and eco-friendly packaging for its meat and cheese products.
Creative Design
Champ’s design team brought the strategy to life by developing captivating, on-brand visual assets that fit with Volpi’s existing brand presence, consistent across all marketing channels.
Our creative direction for this campaign was focused on capturing the legacy of the Volpi brand and family story in a way that brings awareness and more attention to their consumers. We developed the tagline: Making our Traditions part of yours for 120 years.
With a tagline established for the 120th Anniversary Campaign, we worked extensively to create a visual that fit the brand and the tone they were trying to convey, pulling a lot of inspiration from historical American manufacturing branding and design.
With these new brand standards, we collaborated to visualize families interacting with Volpi foods. We envisioned what kind of family would purchase the product, and how it should be showcased to appeal to them. Our design team paired this tagline with beautiful charcuterie imagery to further establish this family-friendly narrative.
For Volpi’s Earth Day campaign, the creative goal was more straightforward – our design team created a set of ads and a streaming video that captured the essence of sustainability and focused on communicating the efficacy of this new packaging to preserve their best meat and cheese products. Our design team went with an old-school deli style, filled with kraft paper and sliced meats and cheeses, and leaned heavily into this creative style throughout the entire campaign.
The result is a visually appealing suite of assets that captures the essence of Volpi Foods, blending traditional American heritage with contemporary flair.
Copywriting
Crafting compelling messaging that reaches Volpi’s target audience across all marketing channels was the goal of Champ’s copywriting team. Our copywriters developed content that not only conveyed Volpi’s commitment to quality but also told a story that customers could connect with personally. Across all creative assets produced, the language used was carefully curated to reinforce the brand narrative and create a lasting impression to win the hearts of charcuterie lovers.
Results
The collaboration between Volpi Foods and Champ played a role in the success of achieving these goals for their campaign. The creative assets we developed enhanced Volpi’s brand awareness and advertising across multiple marketing channels.
The brand’s dual marketing campaigns to promote their 120th anniversary and new sustainable food packaging resonated with existing customers and even attracted new ones.
With this traditional food brand’s new set of captivating creative digital assets, our marketing agency ensured that every touchpoint of these campaigns boasted a cohesive brand look.
The use of the brand’s color, typography, tagline, copywriting, and imagery created by Champ was carefully curated to resonate with Volpi Food’s target audience and communicate the brand’s centuries-old, traditional family story for years to come.
