Mulino Bianco
Sweet memories
Mulino Bianco
Sweet memories
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.
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.
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.
Consumer PR Campaign
Integrated Campaign
Integrated Campaing
Event Communication
Communication Aligned with Corporate Values
