The rule they were rewriting
In a category where scale often erases story, Seggiano’s commitment to provenance and craft was getting lost. Fragmented branding and unclear positioning kept them from standing out in a market crowded with mass-market Italian clichés.
The rule we rewrote together
We partnered as Seggiano’s strategic and creative growth engine, acting as a fractional CMO and agency of record to bring coherence, clarity, and charisma to every touchpoint. To achieve this, we:
Crafted a Challenger Strategy:
Developed a global brand strategy rooted in provenance-driven storytelling – anchored in the 3 Ps: People, Place, and Process – to spotlight Seggiano’s role as curators of regional Italian excellence.
Activated across channels:
Led the redesign of organic social media, newsletters, and trade show assets – shifting storytelling from product to purpose. Our seasonal panettone campaign became the proof point, turning a single SKU into a cultural ambassador.
The impact
We transformed abstract values into tangible brand momentum, with results including:
Increased visibility:
Whole Foods UK featured the Panettone in their holiday window display, elevating the product’s prestige.
Social relevance:
Harmonized packaging elevated presence across categories – from pasta to pesto – while retaining artisanal depth.Strategic storytelling led to a 4x increase in engagement, new formats, and higher UGC.
Enduring partnership
As Seggiano’s trusted partner, we’re just getting started – leading the evolution of the entire collection’s packaging design and building a brand that’s every bit as rich and layered as the food it sells.
Seggiano’s efforts exemplify how embracing authenticity and storytelling can drive growth and build deeper connections with customers. Together, we continue to challenge norms and explore the richness of Italy – region by region, story by story.
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