+2500 media hits
2,4 mln media impressions
+3000 social conversation
+37mln interactions
+100 journalists engaged at evetns
+60.000 visitors across 4 cities
Mulino Bianco
Sweet memories
An emotional campaign celebrating the 50th anniversary of a beloved brand chosen by 97% of Italian families, rekindling positive memories and consumer emotions.
+2500 media hits
2,4 mln media impressions
+3000 social conversation
+37mln interactions
+100 journalists engaged at evetns
+60.000 visitors across 4 cities
Mulino Bianco
Sweet memories
An emotional campaign celebrating the 50th anniversary of a beloved brand chosen by 97% of Italian families, rekindling positive memories and consumer emotions.
Half a Century of Mulino Bianco: How Italy Discovered Breakfast
We brought to life a dream that moved Italians: a team of 48 people created a 45 sqm giant “MulinoSveglia”, featuring an immersive experience inside and, outside, engagement activities, tastings, and giveaways for the public.
A large-scale public event designed to rekindle Italians’ fondest memories, while telling the story and mission of a brand that has become part of the country’s cultural heritage.
Challenge
Mulino Bianco is a leading love brand in the Italian baked goods market that has revolutionized the way Italians experience breakfast. Today, it is enjoyed by 97% of the population.
To celebrate this milestone and strengthen consumer trust, we captured the heart of the nation with a memorable challenge: to awaken the fondest memories of an entire country symbolically.
Actions
We offered media and consumers an immersive experience in a “museum” showcasing iconic objects, advertising spots, surprises, and brand’s signature products, transforming the news into a compelling story to share. Outside the installation, consumers received special gifts. The MulinoSveglia then continued its tour across Italian cities (Parma, Ascoli Piceno, Bari).
We created a “journey” through the most iconic breakfast products, highlighting the strong and emotional connection consumers have with the brand.
Premi
The PRize V edition – Gold
Consumer PR Campaign
The PRize V edizione – Silver
Integrated Campaign
L’ITALIA CHE COMUNICA 2025
Integrated Campaing
L’ITALIA CHE COMUNICA 2025
Event Communication
L’ITALIA CHE COMUNICA 2025
Communication Aligned with Corporate Values
