Granoro Dedicato launches a new communications phase with an OOH campaign that combines humor, culture, and local identity, strengthening the positioning of its premium line, "From a 100% Apulian supply chain." The creative effort, designed by Al.ta Agency, arrives in Milan with multi-subject billboards and a branded tram running throughout December; the media plan also includes Puglia and Basilicata. This project confirms the brand's commitment to strategic urban settings with a contemporary, distinctive language consistent with its unique production.
The slogan chosen for Milan—"WE NEEDED ANOTHER PUGLIESE IN MILAN"—stems from a genuine insight: the historic bond between the Lombardy capital and the large resident Apulian community. This cultural affinity is transformed by Al.ta Agency into a warm and self-deprecating message, resonating with both the Milanese and the Apulians "adopted" by the city, reinforcing the identity of Granoro Dedicato pasta with a pop and immediate tone.
The campaign showcases the pillars of the 100% Apulian supply chain through headlines that blend storytelling and technical content. From the Tavoliere lands—among the world's most suitable for high-quality durum wheat—to the regional whole-wheat processing, to the full blockchain traceability guaranteed by Authentico, each theme aims to highlight the product's transparency and origin. The revamped art direction uses textures inspired by Apulian walls, ears of wheat, and fresh typography to stand out in the urban context.
"Our greatest technology is the sun of Puglia," reads one of the posters, evoking a natural production process certified by DNV as glyphosate-free. Another poster emphasizes the short supply chain: "It leaves Puglia only to arrive at your home," highlighting the direct connection between the local area and the finished product. "With Granoro Dedicato, we're creating a new way to showcase the brand's 100% Apulian origins: authentic, strategic, and eye-catching," says Simone Mascagni, Chief Creative Officer of Al.ta Agency, explaining how the message successfully combines humor, culture, and valorization of the supply chain.
For Marina Mastromauro, CEO of Granoro, this campaign represents an investment in our identity and competitiveness: "We want to showcase the work of our supply chain with a contemporary language that can also resonate with the younger generations. Milan is a key stage for visibility and influence, while Puglia remains the heart of our history and our production."
