Where nature tells a good story. The Mulino Bianco campaign continues its narrative, with new subjects and new projects created by Armando Testa.

September still has the colour of wheat: the new Mulino Bianco campaign, launched in late spring with the return of the Mill in a wonderful natural setting at its heart and the focus of the brand communication, continues with three new product stories and an all embracing communication ecosystem.

Starting off with Tarallucci, the Richiamo del Mulino (‘Call of the Mill”) campaign had taken us, through surprising gateways, into a natural world ready to welcome us, and inside the Mill as it reopened its doors.

Today, the five notes usher us onto a new magical journey at breakfast: in an instant, a dad and his little boy find themselves in the midst of a wheat field; a trail of petals carried by bees leads them to the Mill, where the Head Miller is waiting to welcome them with his smile and words.

“Did you follow the bees? We did too!”: with ‘Alveari’, airing from 13 September, Mulino Bianco’s expertise contains all the scent of honey and salted butter.

Each new story in the campaign, devised by the Armando Testa Group, adds another piece to the puzzle: it’s not just a tale of deliciousness to be enjoyed, but of moments that only Mulino Bianco can convey in this way, always nurturing emotions and relationships and reminding us – with the phrase “Senti che buono!” (Taste how good!)  – of the unique value of rediscovering that it is  possible to find  harmony with nature every single day.

In the time it takes to eat a biscuit, the small amazing magic of being in the midst of the wheat, and on a great wheel that never stops exciting us.

Alveari will be followed by Baiocchi in cuts of 15”, from 27th September, and Molinetti, from 4th October. The nature of the Mill welcomes with the yummy pleasure of hazelnuts dipped in chocolate cream for a snack-break with Baiocchi, and along a pathway through buckwheat – one of the secrets behind today’s even more irresistible flavour of Molinetti’s wholemeal range.

Copy in all Alveari, Baiocchi and Molinetti ads is accompanied by CTV and social media and digital-first content; a project dedicated to the Speciality Breads range to launch  in-store activations, CTV and OOH campaigns from 14th September, and new events will kick off in the coming weeks.

And from 20th September, a little surprise! Kids’ back to school tastes of Pan Goccioli, with a special tail dedicated to the Animabili kids’ promotion – all to collect.

There’s a place where nature has so many wonderful stories to tell.       

And the story has just started.

Credits

EXECUTIVE CREATIVE DIRECTORS: Monica Pirocca and Michela Sartorio

CLIENT LEADER: Benedetta Buzzoni

CLIENT DIRECTOR: Gina Graci

HEAD OF STRATEGY: Guglielmo Pezzino

ATL and SOCIAL CREATIVE TEAM: Sofia Sasso, Viola Trentin, Giulia Di Crescenzo, Mattia Grassi, Stefano Arrigoni, Matteo Giachin Ricca, Dario D’Angelo, Daniele Bona

CLIENT TEAM: Gabriele Baccolo, Carlotta Chiappino, Edoardo Panizzi

HEAD OF CONTENT & SOCIAL: Andrea Gaetani

SOCIAL TEAM: Eleonora Valerisce, Giorgia Lago, Marta Celso

DIRECTOR: Reynald Gresset

DOP: Carlos Ritter

PRODUCTION COMPANY: BRW Filmland

EXECUTIVE PRODUCER: Luca Orlando

LINE PRODUCER: Simona Ferraro

PRODUCER: Giulia Buffa 

Production Manager: Francesco Narducci

Production Coordinator: Simona Furoni

SERVICE: Vivi Film

POST CGI: Tailormade

EDITING: Lorenzo Colugnati – Ass. Paolo Forestale

COLOURIST: Carlo Beltrami

VIDEO POST PRODUCTION: TEX

POST PRODUCTION PRODUCER: Cristina Moio

FOOD DEMO AND DIGITAL: Zero Table Top

SET DESIGN: Paolo Monzeglio

STYLIST: Roberto Chiocchi

AUDIO POST PRODUCTION: Sample

MUSIC: 

RICHIAMO: Franco Godi

“IL SENTIERO DEL GRANO”: Serena Menarini, Alessandro Branca                        

ADVISOR: VA CONSULTING

VA CONSULTING TEAM: Alessandro Arbitrio, Alessandra Pasquini, Sonia Rocchi, Flavia Arbitrio                                                                    

MEDIA PLANNING: Publicis Connected Ideas