TV is the main channel for FMCG support, key to securing distribution. A limited budget meant TV wasn’t feasible. We had to create a campaign that would deliver impact in order to achieve the challenging sales objective.

We decided to bring our Italian Stallion to life - by creating a character that lived in the real world we increased Antonio’s influence.

We began by having Antonio set up his own Facebook profile building the story behind the man, allowing consumers to interact with Antonio and for us to communicate simple recipe ideas that fitted our target’s busy lifestyle.

We used two well known radio personalities to talk about Antonio, building the myth of the Italian Stallion. Antonio turned up at specially created instore events handing out signed photos of himself.Radio was complemented by a promotion, giving one lucky woman an intimate dinner with Antonio in Melbourne’s Little Italy district.

The campaign over delivered the sales objective by 23% in just 5 weeks instead of 8 weeks. Equating to an extra 8 tonnes of cheese.

New Zealand women loved Antonio.

"mmmmm…..…makes my mouth water"The client now loves Antonio too.