Mulino Bianco
The Mill's Charter
Mulino Bianco
The Mill's Charter
A company mission told through the product
How did we talk about the real commitment of the bakery products leader in Italy for a more sustainable agriculture? And how did we position Mulino Bianco as the standard bearer of a more forward-looking approach in line with sustainability?
Challenge
Biodiversity is a key factor to protect the future of food. In 2019, Mulino Bianco made an important choice in this sense through “The Mill's Charter”, a chart drafted with WWF Italia to declare its commitment in using wheat flour entirely coming from sustainable agriculture. How to make a chart attractive?
Actions
Two months before the marketing launch, we drew attention on the brand purpose. The creative idea was to host an event in the production plant where 140 people among media representatives, stakeholders, or influencers attended the production of the first “sustainable biscuit” following the rules of the chart.
Awards
Corporate Comunication & Reputation Management Award
Best use of TV, radio, internet, media relations
