MULINO BIANCO
Abbracci for nurses
MULINO BIANCO
Abbracci for nurses
When a simple biscuit becomes a fundraising tool
We were at the side of Mulino Bianco to turn an iconic product – Abbracci (hugs) – into a powerful social message and a fundraising tool to thank all the nurses who faced Covid from the forefront. We made it through a campaign that generated empathy towards the brand and an incredible emotional involvement among people. Because if a hug can make the difference, imagine millions.
Challenge
In March 2020, Italy was the second most affected country by Covid-19. Doctors and nurses played a crucial role in managing the pandemics: they risked their own lives to protect us. In those difficult days, they were our “heroes”. Mulino Bianco wanted to be at their side by launching a big solidarity action that involved millions of consumers.
Actions
We created a PR campaign involving consumers on the media, social media and in stores. Our strategy created an incredible emotional involvement. All Italian media talked about the initiative. The most important Italian newspaper dedicated an article to this campaign on its first page.
Italians chose to share their Abbracci on social media: over 700 posts and 2 million views. And nurses themselves became the Ambassadors of the campaign.
Awards
Best Campaign of the Mediterranean area
Gold Food & Beverage category
Gold CSR category
