Pernigotti SpA: the new campaign created by Armando Testa is now on air“the capital ‘P’ of the chocolate” arrives in the press, on tv and digital

Pernigotti SpA is communicating again with an integrated, multi-channel campaign created by Armando Testa. The confectionery group based in Novi Ligure (Alessandria) has chosen the creative team at the historical Italian agency to develop the communication for its famous brand and its most iconic products. The campaign features a highly effective payoff: “Pernigotti. The capital P of chocolate”. It will be rolled out in collaboration with the Cairo-RCS Group across print media, television, digital and social media channels.

“The aim of our new communications strategy is to reaffirm the central role Pernigotti plays in the Italian confectionery sector,” said Francesco Pastore, Chief Executive of Pernigotti SpA, “by highlighting both the value of our tradition and our drive towards innovation and contemporary taste. Thanks to the excellent work of the Armando Testa agency, we intend to return to speaking directly to our Italian consumers, with creativity that successfully spans our 165-year history and the challenge of an industrial project focusing on the future.”

“We have turned the ‘P’ of Pernigotti into a distinctive and memorable symbol to describe the brand and the quality of its products,” explained Jacopo Morini and Fabiano Pagliara, creative directors at Armando Testa. “In the visual, the large ‘P’ emerges from the best ingredients: an explosion of hazelnuts, cocoa and cream that comes together to form an iconic letter, epitomising the richness of every product. In the copy, it becomes the capital ‘P’ of chocolate. Because when gianduiotti, tiramisu, nougat and pralines are of the highest quality, they all start with the letter ‘P’.”

“We are proud of the trust placed in us by Pernigotti, which has chosen the strength of our media ecosystem to develop an exclusive media plan,” commented Uberto Fornara, Chief Executive of CairoRCS Media. “The integration of TV, print and digital enables us to offer brands coverage, contact quality and the ability to engage that are unique in the market, reaching broad, targeted audiences as part of authoritative editorial contexts. This collaboration confirms CairoRCS Media’s ability to build effective and valuable communication campaigns for its clients.”

The Pernigotti campaign integrates smoothly across various touchpoints, with the fast-paced rhythm of ingredients and products coming to life in the 15-second TV ad the striking visual of the ‘P’ sculpted from chocolate and hazelnuts on print pages, and a key visual that immediately captures attention across digital and social media channels. The media plan was managed by Media Italia and begins today, 11 November, in “Corriere della Sera” and will run until January 2027. Further adverts are planned to appear once again in “Corriere della Sera” as well as in the weekly magazines “Io Donna”, “F”, “Oggi”, “DiPiù”, “Nuovo”, “Diva” and “Donna”. As for television, the advert will be broadcast on La7 and La7 Cinema, during the programme “Otto e Mezzo” and in the news segments of “TGLa7”. Pre-roll videos are also planned for web channels and social media.

CREDITS

Client: Pernigotti SpA
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Creative team: Daniele Bona, Dario D’Angelo
Head of client service Turin: Giovanna Farè
Client service: Francesca Romaldo
Production of ad: CairoRCS Studio
Executive Creative Direction: Agnese Ruta
Project Management: Francesca Ballarin
Production Company: Monkey Talkie
Media Centre: Media Italia