UNAITALIA
Roast Chicken Day: Book a Grandma
UNAITALIA
Roast Chicken Day: Book a Grandma
Grandparents, Chefs, and Chicken Lovers Take the Stage
Who can cook traditional roast chicken better than a grandma? Probably no one. That's why October 2nd, Grandparents' Day, is also Roast Chicken Day. To celebrate this iconic dish of our tradition, we involved chefs and famous grandmothers - both at home and online - in a multichannel PR campaign capable of capturing media interest and engaging the chicken lovers' community.
Challenge
Roast chicken is amongst the most loved dishes: 40 million Italians eat it at least once a month. It resonates with the memories of grandma’s recipe, family lunches, and traditional rotisseries, and It is steadily gaining recognition as a standout ingredient in gourmet cuisine. The challenge? To tell the story of this trans-generational passion every year, finding an original communication hook capable of capturing the attention of the media and the web, in a context that is increasingly critical of meat and animal proteins.
Actions
On Grandparents’ Day (October 2nd), grandma’s roast chicken took center stage in an exclusive study on Italians’ relationship with nostalgic cuisine and in a show-cooking event by Michelin-starred chef Peppe Guida, who brought a special family recipe to media attention. A cooking class in collaboration with Gambero Rosso Academy engaged a selection of passionate foodies, while Nonna Silvi, beloved on TikTok, and Nonna Marghe, a cook from the Progetto Nonna’s network, led the now-unmissable social media marathon. This initiative encouraged the sharing of recipes and anecdotes from the community and involved over 30 food creators from GialloZafferano.
Awards
