Aia and Armando Testa together to bring more joy to your table

AIA, a reference brand in Italy for meat, meat-based products and eggs is communicating once again with the Armando Testa agency by their side in this strategic and creative journey  aimed at reinforcing the brand. They’re doing it by starting off from their historical domain, always part of the brand’s DNA: joy. 

AIA wants to offer people goodness and quality, but also the emotions that only joyful convivial moments with a great meal can give. In line with the historical payoff “Se c’è AIA c’è gioia”, (If there’s AIA, there’s joy)  the brand is reaffirming in a powerful way the emotional role that food plays, including taste, simplicity and daily routine, always with a positive approach highlighting the emotive benefits from products that are not only good but also easy to prepare.

The films are topped off with a one-of-a-kind jingle: the iconic “Mi piaci… ah-ah” from the track “Tuca Tuca” (Boncompagni, Pisano), the hit song by Raffaella Carrà. For this occasion  it becomes   “Che gioia… AIA”. Specially created together with Operà Music, the jingle expresses freshness and is easily memorable, becoming the underlying theme for all future campaigns which will feature AIA’s sub-brands. This is a project that encompasses not only the positioning of the brand but also all key communication touch-points.  

The first chapter in this journey is the TV debut of Carne al Fuoco AIA, the new campaign dedicated to marinated ribs and tenderised pork fillet, in  30’’ and 15’’ cuts, with two subjects dedicated to each product and a series of specially produced contents for social media. The spot is the first episode in the new format “La ricetta della gioia”, (Recipefor happiness) where personalities describe their personal recipes for happiness, involving people, emotions and shared moments – as well as the AIA quality.

The communication continues from 21 September with creativity dedicated to the AeQuilibrium brand. It features the “Aequilibrists”: people who have discovered “the joy of living well-balanced,” as the new tagline states. The ad shows them nimbly walking on a blue slackline through the city, a symbol of the perfect balance between pleasure and well-being. Once again, the ad concludes with a joyful meal accompanied by the new AIA jingle, sealing the entire communication campaign for the mother brand.

Federico Brugia directed both the ads which were produced by Think Cattleya. This is the beginning of a creative partnership which will continue through the coming chapters of this format.   Direction of social contents and photographic shots was managed by Paolo Tresoldi.

CREDITS  

Client: AIA 

AIA meat Marketing Business Unit Manager: Davide Veronesi

AIA Salumeria Avicola and Eggs Marketing Manager: Fulvio Faletra

Advisor: VA Consulting/Alessandro Arbitrio, Alessandra Pasquini, Raffaella Scarpetti, Matteo Siffredi

Agency: Armando Testa

Executive Creative Direction: Georgia Ferraro and Nicola Cellemme

Carne al Fuoco Creative Team: Roberta Campagna, Gaetano Corvino, Federico Albanese.

Aequilibrium Creative Team: Carlotta Gilardi, Chiara Panattoni, Francesca Graziani

Strategic Team: Guglielmo Pezzino, Arianna Nicoletti

Digital Creative Direction: Gabriella de Stefano, Paolo Fenoglio

Social Team: Andrea Gaetani, Alberto Di Palma, Chiara Sclerandi

Client Lead: Giovanni Sernia

Client service: Nicoletta Pittino, Claudia Bartorelli, Maria Giovanna Lanzillo

Production Company: Think Cattleya 

Director: Federico Brugia

Social director and photos: Paolo Tresoldi

Jingle and music: Operà Music

Media Planning: iProspect ( dentsu group)