DIMMIDISÌ LAUNCHES A NEW CREATIVE CONCEPT AND EXTENDS THE STORY OF THE BRAND.

The new integrated campaign created by Armando Testa kicks off:radio and OOH to describe the evolution of the brand with new categories, street food and contemporary flavours. 

DimmidiSì’s communication language is evolving and it is on air again with a new integrated campaign created by the Armando Testa agency. The goal is to support the brand’s ongoing evolution and their diversification into different categories, wider targets and consumption occasions. 

Indeed the spring 2026 campaign represents an evolution of the creative “marriage” format, which contributed to building a distinctive brand identity using irony, immediacy and unexpected pairings. The narrative mechanism once again revolves around the idea of the “perfect couple”, but reworked in a more contemporary style thanks to the  fun,  easily memorable, light-hearted copy, designed to promote not only the products but also the different consumption occasions  and the brand’s personality which is always more inclusive and cross-cutting. A storyline that extends the boundaries of the DimmidiSì communication, supporting the introduction into new categories and consumption language which is always closer to people’s daily routines.

The goal is to make the DimmidiSì brand increasingly versatile in the ready-to-eat fresh food sector, able to dominate in a range of different categories—from large salads to fresh dishes and street food—while  still holding on to a consistent brand voice and visual identity.

The new creativity will highlight some of the key new entries for 2026: from the new Insalatone Golose to the Fish Paella inspired by international flavours, and the Pan Pita from the Street Food range. The campaign also features a co-marketing initiative developed with top-tier partners such as GranTerre, through creativity dedicated to iconic ingredients, easily  recognisable by consumers, such as Parmigiano Reggiano and walnuts.

The media plan, managed by Media Italia, combines radio (with a mix of national and regional stations for the commercial produced by AT Studios) and a strong out-of-home presence, with a particular focus on Milan, where DimmidiSì debuts in the city’s metro system with more than 100 displays distributed across 65 metro stations. The plan also includes a large-scale billboard in the CityLife area, digital networks, and dynamic installations in various Italian cities, including Bologna and Brescia, Florence, Parma, Treviso and Padua, as well as  at full wrap bus stops, shelters and  digital systems.  

The campaign will be on air until June 2026.

“The ‘marriage’ format helped make DimmidiSì instantly recognisable. Today, we felt the need for that language to evolve to keep pace with the brand’s growth and showcase increasingly diverse product categories. The campaign was created precisely with this goal in mind: maintain our recognisability and the humour that define us, while expanding the narrative to include new products, new targets, and new consumption occasions”, comments Matteo Laconi, La Linea Verde Marketing Director.

Thanks to a blend of humour, immediacy, and strong visual impact, the new campaign aims to further solidify DimmidiSì’s positioning in the ready-to-eat fresh food market, while also supporting the launch of its major product innovations for 2026.

CREDITS
Agency: Armando Testa
Creative direction: Jacopo Morini, Fabiano Pagliara
Creative team: Ilaria Lavagnolo, Caterina Maliardi
Client service: Chiara Bonet
Production company: AT Studios
Media: Media Italia