Cirio Farmers Say ‘Si’ in Ad Campaign Starring James Martin

Leading Italian food company, Cirio, has launched a TV advert specifically showcasing its tinned tomatoes range. Marking the first piece of work since being appointed, full-service communications agency krow Group, have created the campaign titled ‘Si’ featuring British chef James Martin to highlight the benefits of Cirio as the only farmer owned tomato brand.

krow Group was tasked with raising awareness of Cirio’s unique co-operative model – where its farmers own the brand – and to emphasize the advantages to shoppers who value the quality and provenance of their food. Using the brand’s long-term partner and famous chef – James Martin – as the face of the campaign, the advert takes a fun, fast-paced approach to highlight how the brand uses sustainable and ethical practices to produce high-quality, flavourful food in every tin.

In the advert, James Martin asks Cirio farmers a series of questions, such as ‘Franco, Cirio farmers oversee the whole journey from seed to plate?’ and ‘being a cooperative means a fair price to everyone, yes?’. To emphasize that Cirio farmers have 100% control over their supply chain, following each question the farmers enthusiastically respond to each question with ‘Si!’.

The campaign goes live today on TV and across Video on Demand Channels, ITV, Channel 4, and Sky.

Diego Pariotti, commercial and marketing director Export Dept. from Cirio, commented, “We’re really pleased with this new creative from krow Group. It perfectly captures the essence of what Cirio is about through a fun interaction between our farmers and James Martin.”

Harman Randhawa, deputy managing director, krow Group added, “It’s been a pleasure to work with the Cirio team on this project and be able to bring to life the story of how Cirio produce its tinned tomatoes. James Martin’s involvement has allowed us to achieve a fun and effective advert that shows the provenance of Cirio products.”