Roma
The idea
At the heart of the creative concept is one central idea: sharing. The campaign brings together two cultures—the tradition of Italy and everyday life in Quebec.
This concept plays on warmth, friendliness, and humour, suggesting that ROMA products bring an authentic Italian touch to every occasion. By showcasing the diversity of faces, tables, and regions across Quebec, ROMA reaffirms its authentic closeness to consumers here at home.
ROMA’s Italy can be enjoyed all across Quebec, from Montreal to Rimouski, and experienced in every shared moment. It is a direct invitation to discover a brand that continues to evolve without losing its soul: a bridge between tradition and modernity, between Italy and Quebec.
The approach
Far from the traditional clichés of Italian cuisine, this campaign refreshes ROMA’s image by presenting a brand that is open, modern, and proudly local. We rolled out a highly customized 360° campaign combining strategy, creative development, and production.
Website
We carried out a complete redesign of the website, built around a modern and simplified user experience:
- Integration of the new brand identity.
- Improved UX through the addition of more calls to action and alternative ways to access information, including richer, better categorized, and more diverse FAQs, a new Community section, a blog, and an enhanced Careers section designed to support new talent acquisition.
- Addition of a “Where to Find Our Products” section highlighting all retail locations, along with the products available at each one—representing a major enhancement for consumers.
New Visual Identity
To bring the concept to life, a photo shoot, video production, and visual content were created to highlight the richness of the products and the joy of shared moments.
Social Media
A digital and social media strategy was developed to maximize reach and engagement, using a tone that is warm, inclusive, and relatable.
- Motion design pieces and bright, colourful, lively visual content were created.
- Influencer marketing also helped reach new generations while strengthening relationships with loyal consumers.
Culineri Capsules
Culineri is a culinary content creator known for local gourmet dishes and recipes. Their collaboration with ROMA made it possible to create humorous videos in which they prepare recipes using some of the brand’s signature products.
Romanecdotes
Both entertaining and informative, these short-form videos share memorable moments and amusing stories from ROMA’s history.
Social Media Calendar
Monthly post planning for always-active, consistent social media aligned with brand objectives.
Successful On-the-Ground Activations
To create memorable experiences, engage audiences, and strengthen brand awareness, creative and interactive activations were planned at various festivals and events.
Contest
A ROMA contest was also organized at retail locations in partnership with the Laval Rocket, giving participants the chance to win pairs of tickets to a game at Place Bell.
