Campaign details

Brand: Buondì Motta
Brand owner: Bauli Group
Agency: PHD
Country: Italy

Market background

The Italian snack market is extremely saturated and competitive, making it difficult for brands to stand out. While the ‘back to school’ period shows temporary growth, the market’s situation remains overall stable throughout the year.

Promotions are a tempting strategy, but communications play a fundamental role in the increasing of volume and value sales. For years, Buondì Motta had adapted to the traditional category standards in its communication, but this had led it to lose relevance among modern Italian families.

Challenge and business objectives

For a product that has always dealt with family principles and tradition, Buondì Motta’s new campaign was really one of a kind: unusual, ironic, controversial – after all, its very first ad featured a mother being killed by an asteroid!