Cuki and Armando Testa bring food preservation into the ironic world of Fluffy Revolution
A social editorial series of five episodes that reinterprets Cukipedia’s tips using the irreverent style of Fluffy Revolution, a community with over 650,000 followers.
As well as being a good way to combat food waste, food preservation can also become content able to both inform and entertain. This is the aim of the collaboration between Cuki and Fluffy Revolution, created from an idea by the Armando Testa agency.
The project develops using the format of a social media editorial series structured into five episodes, where food is centre stage in ironic and irreverent contents dedicated to using Cuki products to store it correctly – in the fridge or freezer.
The idea comes from the combination of two approaches: that of Cukipedia, Cuki’s historic and well-established project dedicated to food preservation, and that of Fluffy Revolution, a community that now counts more than 650,000 followers across Instagram and TikTok and which tackles the themes of food, sustainability and the vegan lifestyle through a mix of information, irony and creativity.
The first food to be featured is the blueberry, at the heart of content that originates from an everyday insight: buying a notoriously expensive type of fruit and then, because of distraction or carelessness, there’s a risk you forget about it in the fridge, so you waste food and money. But if it’s the blueberry itself that gives us tips on how to preserve it, everything becomes simpler – especially when Cuki products come to our aid. The story continues with broccoli and lentils, followed in the coming weeks by new foods, each taking centre stage in a video and a series of stories dedicated to a tip on how to store them properly. To discover all the episodes, all you need to do is follow the brand’s official channels.
The collaboration presents Cukipedia’s content as part of a native, social and entertaining style, transforming practical information on food preservation into content that combines practicality with entertainment. Through the language of Fluffy Revolution, Cuki connects with a particularly vibrant community aligned with food-related topics, with considerable presence amongst Gen Z and Millennials.
That’s why the project adopts a cross-platform approach, with posts on Instagram, TikTok and YouTube Shorts.
The project was created by Armando Testa and represents a new way of tackling a practical topic such as food preservation, using a contemporary format that reflects the language of digital communities.
CREDITS
Client: Cuki Cofresco
Marketing Manager: Carlo Bertolino
Brand Manager: Elisabeth Beccaris
Agency: Armando Testa
Creative Direction: Jacopo Morini and Fabiano Pagliara
Digital Creative Direction: Gabriella De Stefano, Paolo Fenoglio
Social media manager: Eleonora Valerisce
Head of client service Turin: Giovanna Farè
Client service: Francesca Romaldo
