To compete more effectively in international markets and strengthen its position in the premium Italian food scene, Saclà is embarking on a global repositioning that reshapes the way the brand presents itself, presents itself, and engages with consumers worldwide. The Piedmontese company, a longtime leader in the pickled vegetables, pestos, and sauces market, is implementing a strategy that combines Italian heritage, innovation, and a coherent international communications platform.
The project, developed with a WPP team led by Grey Italia and with the contribution of AKQA and CBA, defines an integrated brand identity designed to leverage Saclà's growth beyond Italy's borders without losing its ties to the family tradition that distinguishes it. At its core is the desire to more forcefully convey what the brand has represented for decades: quality ingredients, meticulous product design, and a distinctive Italian flavor, capable of transforming every dining occasion into a moment of conviviality.
The new positioning stems from extensive research conducted in Italy with Nielsen and in international markets with AKQA, using an integrated qualitative and quantitative approach. The survey, conducted in key countries, highlighted a crucial factor: taste remains the primary criterion for choice and the strongest distinguishing feature for international consumers.
"Saclà's new global positioning marks a fundamental strategic step. We want to enhance what sets us apart: quality, careful ingredients, and Italian flavor, remaining true to our history and closer to the needs of international markets," says Chiara Ercole, CEO of F.lli Saclà Spa.
For brand identity, Saclà worked with CBA Italy to develop a more distinctive and contemporary visual system. The historic Corona was reinterpreted and transformed into the very shape of the brand, becoming a holding device that serves as a master brand for the entire global portfolio. The introduction of the color "copper" adds a premium color code, emphasizing quality and recognizability.
Founded in Asti in 1939 and now in its third generation, Saclà today operates two production sites in Italy and four foreign branches (France, UK, Germany, and the USA), exporting to over 70 countries. A leader in the olive, vegetable preserves, pesto, and sauce markets, the company combines tradition and innovation with a strong commitment to sustainability: a Benefit Corporation since 2023, Saclà achieved B Corp certification in 2024.
