Next Reloy and Findus Italia launch “Gli Indispensabili di Primavera”: the instant win contest celebrating the convenience and quality of Vegetali Primavera in the kitchen.

THE RELATIONSHIP LOYALTY AGENCY OF NEXT GROUP SIGNS THE PROMOTIONAL CAMPAIGN DESIGNED TO HIGHLIGHT THE FINDUS VEGETALI PRIMAVERA RANGE AND ENGAGE CONSUMERS THROUGH A SIMPLE AND IMMEDIATE DIGITAL EXPERIENCE 

Next Reloy, the Next Group company specialized in Relationship Marketing and loyalty initiatives, is partnering with Findus Italia for the launch of “Gli Indispensabili di Primavera,” the instant win prize contest running from February 5 to June 4, 2026. 

The initiative was created with the goal of enhancing the Findus Vegetali Primavera product range by building a narrative and value-driven connection between the “indispensabili” in the kitchen, represented by Findus products, and the “indispensabili” of everyday life, embodied by KitchenAid prizes. 

“Through ‘Gli Indispensabili di Primavera,’ we want to support consumers during a key time of the year, when attention toward a more varied and balanced diet increases, without sacrificing convenience,” says Alessandro Solazzi. “Our range of natural vegetables offers a practical solution for incorporating more vegetables into everyday life, and this initiative allows us to strengthen our dialogue with consumers through an engaging mechanic that is fully aligned with the world of cooking.” 

The project was developed by the Next Reloy team to support in-store product rotation during the spring season and reinforce the brand’s presence in everyday at-home consumption moments, offering consumers a simple and immediate participation experience through an intuitive digital mechanic. 

At the core of the initiative is a Communication Driven strategy supporting the contest with dedicated in-store materials and digital assets designed to position the Findus Primavera range as practical and versatile allies for seasonal cooking. 

“With ‘Gli Indispensabili di Primavera,’” says Alessandro Barbieri, CEO of Next Reloy, “we created a project where communication is not merely support, but an integral part of the experience itself. This is the essence of the approach that guides our work: transforming every relationship marketing initiative into a story that is meaningful for people. When strategy, content, and engagement mechanics work together coherently, the result is projects that leave a lasting impression and build an authentic connection between brands and consumers.” 

With “Gli Indispensabili di Primavera,” Next Reloy supports Findus through a highly engaging promotional initiative that also serves as the foundation for a broader omnichannel communication strategy. The project includes a structured presence across multiple touchpoints, including social media channels and TikTok, in-store POP materials, and a television commercial, with the objective of amplifying the visibility of the campaign and strengthening dialogue with consumers. 

An initiative that confirms the role of communication and engagement mechanics as strategic levers for enhancing promotional activities and transforming them into brand experiences capable of generating relationships, memorability, and long-term value.