Why Are These Parmesan Cheese Loaded Riders Chasing Takeaway Delivery Drivers Around Lima?

Italian restaurants favourites around the whole world, and Parmesan cheese is undoubtedly the ideal accompaniment to each dish for its versatility and delicious taste. Through a non-traditional activation ‘Italian Persecution’, Laive and McCann Lima brings the classic Laive Parmesan Cheese to consumers of Italian food in Lima.

"Through social listening we realized that many people complained when they asked for their delivery of Italian food because they got too little Parmesan cheese or sometimes it did not reach them. So we saw a good opportunity to sample and remind people that it is always good to have the delicious classic Laive Parmesan cheese at home," says Christian Caldwell, VP creative of McCann Lima. "But let's be honest, sampling is the most boring thing there is, so to change this we ask for help from some Italian friends."

With the help of Vespas, Italian riders were available at the exits of important Italian restaurants in Lima affiliated to the main delivery apps, and every time an order went out for delivery out, Laive’s Italian friends began a chase until they reached the door of the home that would need a sample of Parmesan cheese.

This innovative act of sample distribution gave Laive the possibility to create content for the brand’s social networks, generating a positive and engaged conversation about the action.

Henry Trou, Laive's marketing manager, said: "The Peruvian palate is demanding and therefore Laive, with its Parmesan cheese, offers a product with a characteristic flavor, traditionally recognised and preferred by the public. In addition, consumers are now looking for new ways to satisfy a craving without moving from home, such as through orders per application. At Laive, we are attentive to these new consumer trends, so we found it interesting that our Laive Parmesan Cheese is the perfect complement every time someone asked for a delivery of pasta.”