Milan, 24 ottobre 2024

Starting on October 20th, Orogel's new campaign “Not just ready. Ready for Anything” is on air. The project was created in collaboration with Serviceplan Italia, Mediaplus Italia, and Make.

The new concept marks a significant evolution in the brand's communication, making the consumer the protagonist of a narrative that highlights the quality and excellence of Orogel's products, but above all their extraordinary versatility.

With an authentic and spontaneous tone, the campaign targets a variety of audiences, depicting the daily lives of consumers, full of surprises, practical and quick decisions, and moments of sharing. With its wide range of products, Orogel is ready to meet every culinary need, offering fresh, practical, and flavorful dishes, perfect for any occasion.

Everything was brought to life thanks to a synergistic dialogue between the agency, the client, and the eye of director Paolo Monico, who commented on his experience as follows: “As a director, my goal was to create a visual integration between the products and the characters. I wanted the product's presence, in any form—from the packaging to the garnished and ready-to-eat dish—to appear as an integral part of the scene. I believe the goal was achieved for one very simple reason: from the early stages of preparation, there was constant dialogue between me, the agency, and the client, to ensure that the small stories we were building together contained the narrative elements that would allow such integration. It doesn’t happen often, but when it does, I think the result is better and it shows. I am very proud to have been part of this project and to have contributed in some way to its success.”

Luca Pagliacci, Marketing Director of Orogel, stated the following regarding the new communication campaign: “With ‘Ready for Anything,’ we are taking a significant step toward the consumer. We recognize the diverse needs of our customers and are ready to meet them with versatile, high-quality products.”
Here are the words of Stefania Siani, CEO and Chief Creative Officer of Serviceplan Italia, on behalf of the entire agency:
“We are used to thinking of a frozen product as one ready to be opened and poured into a pot. The Orogel line is much more. We took the opportunity to tell the story of the enormous versatility of a very rich product line, designed around consumers' tastes and habits. To reaffirm the (sacrosanct) right not to feel guilty, to enjoy the pleasure of improvising, experimenting, and being surprised. A demanding client, a superior product, and the desire to give more. All the ingredients were there.”

The multi-channel strategy includes a strong television presence, with ads on Rai, Sky, and Mediaset, as well as product placements during major sporting events. The campaign will also be amplified through radio, print, social, and digital media, with the inclusion of the #ReadyForAnythingChallenge, aimed at stimulating interaction on social media.

Credits:

Serviceplan Italia Agenzia Creativa:

Stefania Siani: CEO e Chief Creative Officer

Mary Rosi Apone e Marco Turconi: Executive Creative Director

Elisa Guareschi: Art Director

Monica Procida: Copywriter

Veronica Formentini: Account Director

Chiara Colombo e Marta Caimi: Account Manager

Marina De Lazzari: Senior Social Media Manager

Giorgia Papasso: Social Media Manager

Mediaplus Italia:

Vittorio Bucci - CEO

Graziana Fracchia – General Manager Torino

Davide Balzano – Client Lead

Giulia Lazzarini – Senior Digital Planner

Carlotta Ciampi – Digital Planner

MAKE:

cdp: Make

Regista : Paolo Monico

Direttore fotografia: Luca Robecchi

Editor: Lorenzo Colugnati

Producer: Michela Giordana