Italian food brand Cirio has recruited British chef James Martin for its latest campaign, highlighting the benefits of Cirio as the only farmer-owned tomato brand.
The campaign ‘Si’, devised by Krow Group, follows Martin as he asks Cirio farmers questions such as ‘Franco, Cirio farmers oversee the whole journey from seed to plate?’ and ‘being a cooperative means a fair price to everyone, yes?’. To which they respond “Si”.
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The campaign will run across TV, video-on-demand, ITV, Channel 4 and Sky.
Cirio commercial and marketing director, export department, Diego Pariotti said: “We’re really pleased with this new creative from Krow Group. It perfectly captures the essence of what Cirio is about through a fun interaction between our farmers and James Martin.”
Krow Group deputy managing director Harman Randhawa added: “It’s been a pleasure to work with the Cirio team on this project and be able to bring to life the story of how Cirio produce its tinned tomatoes. James Martin’s involvement has allowed us to achieve a fun and effective advert that shows the provenance of Cirio products.”
