Launch of the cross media campaign on cooking media, online and offline.

“Live your kitchen lightly”: this is the concept developed by Libera Brand Building to communicate the new positioning of Guardini, a brand well known in the whole world which has written its own story with passion, artisanal talent and continuous research and experimentation.

The creative idea was born from the unique selling proposition of the Guardini products: the lightness of the molds, produced in high quality Hi-Top steel.

An added value which is transformed in the campaign in an attitude towards the cooking world, a lighter way to live the recipes having fun and relieved of the stereotyped expectations society and the media have imposed. Guardini and this attitude enlighten our made in Italy excellence recognized and appreciated in the whole world.

There are three arguments of communication planed on Guardini’s social networks (Facebook and Instagram) and on the main cooking media, online and offline.

On all the media, the target will be invited to live its kitchen joyfully and lightly appreciating all the way those little details and moments which make really special a simple homemade recipe.

The development of the communication strategy on-line was entrusted to Bebit, the digital agency of the Group Libera Brand Building.

Intended as a work environment but above all as a family. And this is how we imagine today’s family: a group of different and distinct people, united by love and the desire to create a well-oiled single gear.

Our visual concept depicts this. A group of people who, thanks to teamwork, build something unique and wonderful. And in this case it's also imaginative. But isn’t it exactly what happens in the kitchen? Different ingredients create a unique dish.

Based on this concept we have developed the various editorial lines.

• Guardini for the whole family.
  To introduce each product, we thought of family situations in which food is at the centre of attention. A quarrel, for example. How many times did we prepare a “reparative sweet” to make up?
  Or the day when grandmother decides to reveal her mastery and cooking as if we were at Christmas lunch. Thanks to the BakeAway line we can take home...a piece of her.
• Family recipes, the film.Many stories dear to our hearts are the protagonists of “special” families in which teamwork has been the secret weapon. We have associated each of these with a recipe and the baking sheet suitable for its preparation. What else could Snow White prepare for her dear dwarves if not an apple pie? Possibly not made with poisoned apples!
• Family knowledge.
  Guardini has always tried to give suggestions on how to best prepare dishes. Sometimes for generations, each family harbours small but important secrets. We have collected the most special ones to share with our followers.
• Guardini Team
  As in any self-respecting team, there are rules to follow. It is a sort of bon ton that applies to the family, but also to the work environment, in the office or at school with classmates. This is because we believe that on social networks it is important not only to talk about products and the world of products but also about values and “good” habits..

These topics will be enriched with posts linked to the festivities, when the family and team spirit is stronger than ever. We will offer culinary and aesthetic suggestions to make these precious moments to spend together even more unique.

With a hug we will conclude this adventure that has explored the values that best represent the Guardini company. Love, Tradition, Quality, Art and Family.

After having extensively spoken about tradition and the links which cooking has with the past, the time has come to become aware of the fact that the world of recipes is getting closer and closer to the world of art. Preparing a dish does not only mean combining several flavours, but also being able to take full advantage of every aesthetic and organoleptic characteristic of an ingredient.

Cooking can be as exciting as a true artistic activity.

On this basis, we have developed five new editorial lines that will make us discover the paintings through our cookers (and especially our baking trays) and will allow us to imagine how the great artists of the past would have experienced the world of cooking had they lived these days.

Moreover, in this theme we will not address just topics strictly related to MADE IN ITALY. After all, Italian art has not only been the promoter of numerous artistic movements but it has also been influenced by other countries, just like our contemporary cuisine!

The first editorial line is: ARTIST'S DISH. Cook as you paint. What dishes would have the world' s most famous artists cooked? How would have they plated them up? We have used our imagination and have tried to associate each artist with a recipe and a product from Guardini's world.

CULINARY QUOTES: art gems.

Artists are famous for their quotes too. But what if their field of action had been the kitchen? How would have these famous quotes changed? By associating a recipe and a Guardini product we have imagined how they might have been!

Given such a creative theme we decided to bring a new element; exclusive interviews with contemporary young artists and creative talents. It goes without saying that these interviews will be very special; artists will answer a series of questions related to the world of cooking, and in short they will discuss about their relationship with the world of cooking and food. At the end of the interview, the artist will choose a Guardini product, taking up our challenge: creating a work of art inspired by our product.

What will these young artists be up to?

The visual of the campaign tries to portray this tradition. A lush hill with a farmhouse surrounded by high cypress trees and vineyards. We can imagine noisy family meals, different generations around the same table, local products and traditional recipes. In an increasingly globalised society, we do believe that it is crucial not to forget traditions, and who better than our beloved grandmothers could do so? Fast food and ethnic meals? No way: Italians prefer the flavours of the past, quality products, traditional recipes and they know that grandma’s food is better. Her cuisine is the most genuine, because she uses local products, making the best use of what the earth offers. An Italian culinary tradition that has its value. Thanks to its long experience - we have recently celebrated our 70^th birthday, Guardini offers its customers the ideal solutions to express themselves in the kitchen while keeping the culinary tradition alive.

The first editorial line will tell about grandmothers, the personification of this culinary tradition. Italian grandmothers who have kept whole families glued to the table with their fantastic recipes and who have used thousands of baking moulds. We will tell the story of each grandmother, revealing her special recipe and one of her secrets!

From grandmothers to professionals. We live in a country where some traditions are still handed down, where the baker down the street has been there for generations, the confectioner started his activity in his grandfather’s workshop and then took over the business, the chef learned the secrets of stuffing the agnolotti from his mother’s recipe.

But tradition is not only good food: in our beautiful country it also means dialects, which are often still used today. We will compare the old ways of saying with the most recent emojis, we will ask users how they lay their tables, we will remind them of the rules provides for by etiquette so as to cut a fine figure and we will give them some advice for making their social moments even more special with inspirational tutorials and mood boards.

Love in the broader sense of the term. It is love that for 70 years has prompted us to always produce quality and innovative products, perfect for those who do not want to forgo aesthetic satisfaction. Varieties of shapes, materials and colours to meet all your needs.

Love in the most romantic sense of the term, the one that often begins in the kitchen. It is a fact that people with full bellies are more sensitive to romantic suggestions. We represented it with a vintage image of a dreamy couple on a Vespa while admiring the Mole Antonelliana, the symbol of our city, which refers to another meaning of Love. Love of our beautiful Italian cities.

This is the starting point of our editorial line on social channels.

Love recipes at hashtag #eachmouldastory

A journey to explore the habits of Italian lovers: through posts, animated gifs and short texts, we will reveal the clichés of first dates and will invite users to tell their stories.

From north to south, an amorous approach involves food. Each region has a “special recipe” whose ingredients include places, colours and flavours of the most beautiful cities in Italy.

Each city is associated with a typical recipe and the perfect baking pan to use.

The second survey is designed to involve users in identifying the perfect kind of date #firstdates

At home or out? Aperitif or dinner? Sushi or pasta? What’s your idea of the perfect date? Famous couples tell us about their experience and you will be invited to react and express your preference, like in a survey, to see what the most liked story is.

Following the same inspiration, we have associated famous couples with a recipe, just for fun and a little provocation. What is Homer and Marge Simpson’s favourite recipe? Donuts, obviously!

We have enriched these two editorial lines with different posts, which speak about passion, emotions, personal attitudes. Then we played with the names connected with colours and with the baking pans associated with mood boards to be seen as a creative inspiration.

“QUALITY” is Guardini’s first value, which has been placed at the centre of the first visual and the subsequent communication spin-off.

Quality means a good working environment, quality of raw materials used by the Company for the production of its products, respect for the environment and sustainability, quality of MADE IN ITALY.

The visual depicts a baking mould filled with lush green hills, synonymous with a healthy, calm and cheerful lifestyle. This is the atmosphere that we breathe within the Company. A modern, eco-sustainable and bright plant. A protected haven where technology and nature live in perfect harmony.

This combination is illustrated by the contrast between nature and sustainable, renewable energy production systems, such as solar panels and wind mill.

Mount Monviso towers in the background, as the undisputed protagonist of the Turinese landscape that binds us to the notion of the quality “Made in Italy”. Guardini can boast 70 years’ experience in all-Italian production. This is an important characteristic within a market that is increasingly turning to overseas production. Made in Italy has always been synonymous with quality, from the type of workmanship, which has its roots in a strong tradition continued by the people who put their passion and life in the production of bakeware, to the quality of the raw materials. When it comes to food, it is crucial to rely on professionalism that guarantees the products used for cooking.

The notion of quality is also addressed through an editorial line on the social media, divided into sections.

#noteverybodyknowsthat: Short articles dealing with topics that are often surrounded by uncertainty, such as sustainability, renewable energies, curious facts related to food and information about the company and its products.

#besmart: Tips on cooking and advice on how best to use our products.

Follow us on our social networks to receive updates on all our novelties and products, and enter Guardini’s world.

70 YEARS OF STORIES AND ITALIAN FLAVOURS

Guardini has been producing baking pans and moulds for 70 years. All of our kitchens tell stories: family stories, love stories, tales of tradition and creativity.
With our new campaign we wanted to show you that within Guardini’s moulds these stories are really there, like still images, Polaroid pictures capturing a moment, a place, a situation.

We started with a picture of winter, snow, candles on top of a mountain to celebrate this great milestone. The mountains tell about a moment of relaxation, where there are children playing and people skiing. We wanted to depict “a story” inside a baking pan.
These are “micro-worlds”, landscapes that are even a bit fairy-like, where everyone can find their place.

Ideally this concept is infinite because stories are endless.
With the countryside in summer we intended to represent an almost fairy-tale scenario, the place of many adventures. How many stories can be come alive in an enchanted place? Furthermore, Guardini has always been interested in environmental issues and the world of food has always been inextricably linked to the quality of raw materials.

For once we did not want to portray “food”, but to show our product in the foreground: THE PANS/MOULDS. Baking pans as containers of feelings, emotions and of course, stories.

We set out from here to tell stories divided into 5 themes:

• love
• tradition
• team/family
• quality
• art

#eachmouldastory

All these themes fall within the large container of these values: our MADE IN ITALY.

These are the themes reflecting Guardini’s philosophy. The 5 images will be used as company campaigns and will be communication spin offs that will cover one year’s communication and tell about Guardini’s world.

We start with the concept of QUALITY. Quality intended as a working environment, respect of the environment, quality of raw materials and of products made in Italy.
We tell you curiosities about the company, our products and the environment.

This way, we will try to attract the attention of a wider audience, not only cooking enthusiasts. Everyone eats, everyone cooks, everyone has a baking pan at home. Not everyone is a food addict, but we can touch their heart through other aspects in Guardini’s products. In fact, behind these products there is not only the guarantee of an excellent result, but also a company that has been working with love, passion, innovation and respect of our traditions for 70 years.