Eden Viaggi
Aranghiotti: the launch of a new brand
The winning recipe for a new product in large-scale retail.
Client
Brocchetta
Services
Brand Strategy, Packaging Design, Social Media, Campagna Crossmediale, CRM & Automation
Industry
Food, GDO
01
The client
Recognized by Il Sole 24 Ore and the Financial Times as one of the leading high-growth companies in Italy and Europe, Brocchetta began in the 1970s as a family-run butcher shop in Piedmont. Today, it blends traditional craftsmanship with culinary experimentation in the ready-to-eat sector, boasting a 5,000 sqm production facility dedicated to continuous recipe innovation.
02
The challenge
Supporting a heritage brand in a new market Brocchetta chose Triplesense Reply as its strategic partner for the pilot launch of a new product—the company’s first specifically designed for large-scale retail (GDO). The product: a small, round arancino, available in four different fillings and designed for convenient family meals. It represents a tasty combination of Italian gastronomic tradition, innovation, and fun.
03
The solution
From strategy to packaging: Building a new brand from scratch We guided the entire branding journey, from defining the positioning and brand identity to packaging and an integrated communication platform (OOH, video, social, sales force materials), including a data-driven solution for Marketing & Sales activities.
Naming & Payoff
Starting with an analysis of the target audience, consumption habits, and product USPs, we developed a 360-degree identity.
The name “Aranghiotti” combines the instant recognizability of the arancino with a delicious and familiar Italian suffix (ghiotti, meaning "gluttonous" or "tasty"), designed to evoke flavor and conviviality. All creative choices revolve around the payoff: “Every bite opens up a world,” which frames the tasting experience as a journey through different flavors, where every Aranghiotto reveals a small universe of taste.
Packaging
90s nostalgia meets contemporary appeal Aranghiotti’s packaging is designed to capture the attention of both Millennials (the purchasing parents) and Gen Alpha (the primary consumers). The packaging features:
A design reflecting 90s aesthetics.
Vibrant, contemporary graphics.
High-impact visual shapes.
The result is a colorful, inviting, and memorable pack that strategically leverages nostalgia marketing to stand out in the freezer aisle.
The campaign
Round and round it goes, every bite a world unfolds.
The launch concept for Aranghiotti was born from the payoff and the product's most distinctive feature: its playful, round shape. Consequently, the motion graphics launch video, the OOH campaign, and social media assets all revolve around this core message, delivered with a light and fresh tone of voice.
CRM & Automation
HubSpot: A scalable infrastructure for data-driven marketing
We configured HubSpot Marketing Hub to give the client full control over their Marketing & Sales activities. The goal was twofold:
To empower the sales department to manage leads and campaigns independently.
To provide management with a tool to monitor the progress of relationships with large-scale retailers.
The proposed model combines direct license management with operational support, ensuring a technological architecture that is agile and constantly aligned with retail sales performance.
The result
A new brand ready to grow
The collaboration resulted in a strong, recognizable identity capable of:
Strengthening the company’s entry into large-scale retail, landing in major chains like Conad Nord Ovest, Unicoop Firenze, and Pam within a few months.
Presenting Brocchetta in a new light.
Supporting the Aranghiotti pilot phase with consistent strategic and creative tools.
