The new Mulino Bianco campaign marks the brand’s return not only to the agency that helped shape its imagery in the minds of Italians, but above all to its iconic world, restoring its unique role since the very beginning: the brand that nurtures the hope of a possible harmony between people and nature through a unique savoir-faire.
The result of significant strategic and creative work, the new positioning creates an ecosystem that brings together nature, the Mill, relationships, and emotions. Five notes are all it takes for a magical gateway to reopen and bring back what Mulino Bianco has always represented for over 23 million families: nature, emotion, simplicity, and goodness. Above us, the sky; around us, golden wheat; and in front of us, Mulino Bianco.
An emotion to share with your loved ones when you return through the products, passing on the wonder experienced along the way: Taste how good it is…
Directed by Reynald Gresset, the storytelling blends authenticity and magic, while the campaign expands across TV — with the first Equity films for Tarallucci, Pan Goccioli and Cuor di Pane — as well as digital, social media, giant posters, newspapers, and special activations.
