null - Sid Lee and the Italian Trade Agency Take Canadians on a Culinary Tour of Italy with Facebook Canvas

With the goal of informing and educating Canadians about the heritage and authenticity of Italian-made products, Sid Lee and the Italian Trade Agency used the multi-media capabilities of Facebook Canvas to tell a richly layered story about the crafting of some of Italy’s most celebrated ingredients. Using a blend of stunning food and landscape photography, inspirational video from its Italian product series as well as food facts, the agency used the full capabilities of Facebook Canvas to weave a compelling story about five key Italian product categories: cheese, salumi, balsamic vinegar, pasta and dessert. The content was targeted at sophisticated, urban, working Canadian women, aged 25 to 54, who are the primary household grocery shopper and food preparer and for whom food is a lifestyle. To emphasize the authenticity and provenance story the target is seeking, the Canvas guided users through an interactive storytelling experience with prompts to scroll, tilt their phone for panoramic views, play video and read quick hit facts. Embedded product videos show an intimate view of the crafting of Italian products, while informational teaser copy drives users to the Italian Trade Agency’s website italianmade.com, which further educates consumers with blog, video and recipe content.