Putting a product range in the spotlight at the most competitive time of year
Spring is when interest in fresher, lighter eating peaks. For Findus, it was the natural moment to put the Primavera vegetable range in the spotlight. But in a crowded mass retail environment, shelf presence alone wasn’t enough. The brief was to create a genuine connection between the product and the people who buy it every day.
Building a contest with something to say
We designed “Gli Indispensabili di Primavera”: an instant win contest running from 5 February to 4 June 2026, built to support shelf rotation during the spring period and reinforce the brand’s place in everyday domestic cooking.
The critical decision was the: prize. Instead of going generic, we chose KitchenAid appliances — a brand that speaks the same language as quality home cooking. Findus vegetables as practical, everyday allies. KitchenAid as the choice of someone who cooks with care. The narrative coherence gave the promotion a clear and recognizable identity.
The instant win mechanic delivered a simple, immediate participation experience through an intuitive digital flow — lowering barriers and maximizing engagement.
“When the prize says something about the brand, the contest stops being a promotion and becomes a story.”
End-to-end direction, from concept to TV spot.
- Designed the concept and instant win mechanic
- Selected and managed the KitchenAid partnership
- Developed all point-of-sale materials
- Produced digital assets for omnichannel communication
- Managed social media and TikTok presence
- Supported TV spot planning
- Handled all legal aspects
Communication wasn’t a wrapper around the promotion. It was part of the design from the start — built to give the operation meaning beyond the mechanic.
When strategy, content and mechanics align
“Gli Indispensabili di Primavera” shows what a prize contest can become when the prize says something about the brand, communication is designed alongside the mechanic, and every touchpoint — from the shelf to social — carries the same message. The result is an experience that builds a genuine bond between brand and consumer.n’esperienza capace di costruire un legame autentico tra brand e consumatori.