Synopsis

San Carlo is the Italian leading brand of potato chips and snacks. They invented the flavoured chips, first in the world.

No Comfort Zone decisions, an eye on cultural contaminations, trying to push innovation as an ownable brand asset: this is San Carlo.

This is the reason why Curiosity is the value that better suits their way of doing things. The idea: the new communication platform leverages on the character of Nina, a young and talented San Carlo taste hunter which travels around the world to look for new flavors and inspirations.

Taste belongs to the Curious. The line says it all.

Strategy

Create from scratch a new character, that represents the brand character.

Start a journey with her around the world in order to find new flavours and show this exciting trip expanding the brand vision throughout original contents on social media with an always-on strategy.

Interact directly with people on IG.

Outcome/ Results

13.000 followers on IG after one month online

More than 5K direct message on IG

More than 15K interactions

Engagement rate IG 5,69%

Campaign hashtag usage (#ilgustoèdeicuriosi): 15K

Execution

An integrated campaign starts from the pack with the storytelling of the different flavours made by our character.

A 60”, 30”, 15” TV SPOT  with a direct link to digital channels and social media.

An IG PROFILE of the Character @ninatastehunter, where the storytelling of the taste hunting continues with an always on strategy.