Digital: Publishing brands

GialloZafferano, the leading food media brand in Italy, made its debut at the winter edition of Fancy Food Show, one of the most important food industry fairs in the world, held in Las Vegas from 19 to 21 January.

The edition took place under the mark of Italian spirit. In fact, Italy was chosen as Country Partner for the fourth time. This is an absolute record for the trade fair, reflecting the importance of the Italian culinary culture around the world, values that GialloZafferano has always embodied in its DNA, offering new growth opportunities for companies in the sector.

The involvement of GialloZafferano was made possible by a partnership – which will continue throughout 2025 – with Universal Marketing, an agency that supports Italian businesses in organizing their participation in the most important world expos, even preparing the exhibition area. With the success of the edition that just ended in Las Vegas, work has already begun to plan content and activities for the brand’s participation in the Summer Fancy Food Show.

THE WINTER FANCY FOOD SHOW

After collaborating the 2024 summer edition, GialloZafferano was also the media partner of the Italian Pavilion for this edition. With about 1,000 m² and 101 stands, it is the largest international exhibition area at the fair, showcasing the best of Italian companies in the food industry and the regions of Piedmont, Calabria and Sicily.

Together with Zenzero, the Mondadori Media talent agency dedicated to the world of food, GialloZafferano starred in over 10 live show cooking events, enlivening the First Taste Experience area and Lounge Italia, promoted and organized by ICE (Italian Trade Agency) at the centre of the Italian Pavilion. The team of food creators and chefs was of absolute quality and prestige, with Aurora Cavallo (@CookerGirl), who spoke at the opening press conference, Alessandra Ciuffo (@FlavorsbyAlessandra), Bilena Settepani (Settepani Bakery, New York), Lulù Gargari (Resident Chef Creator, GialloZafferano) and Silvia Barban (Executive Chef and co-owner of LaRina restaurant, Brooklyn), present during the fair in Las Vegas.

During the three days of the exhibition, more than 30 original content items were created and shared through GialloZafferano Loves Italy (@giallolovesitaly), the social media account dedicated to an international audience, which currently has more than 30 million cooking followers in foreign markets.

PROJECTS FOR 2025
Throughout 2025, GialloZafferano will continue use its website and social media channels to recount the ways in which Italian cuisine is increasingly permeating the eating habits of American consumers. A rich schedule of new social media series is already planned to explore traditions and new trends, emphasizing the quality of Italian ingredients. This exciting journey of discovery will carry us up to the most important event of the year: the Summer Fancy Food Show, scheduled from 29 June to 1 July 2025 in New York. At the event, GialloZafferano will present itself as a sounding board for Italian brands looking to enter the American market or further strengthen their position. GialloZafferano, the best loved Italian food media brand and ambassador of Italian cuisine around the world, will continue to listen and recount Italian taste, bringing the unique characteristics of Italian products and cuisine to the sensitivity of the American public. In fact, its participation in other important events on the Italian food industry calendar will soon be announced.

GialloZafferano is the leading food media brand in Italy. Half of Italians cook with GialloZafferano online, which reached over 25 million people in November 2024 (Comscore, Multi-platform digital audience). With a fanbase of 72 million followers, it ranks among the top food media brands in the world on social platforms (source: Shareablee-Comscore and Social Insights). It has feasible content accessible to everyone, serving people at all times of the day and across all channels, from the Internet to social media, from its app to smart devices, from its magazine to books and even local events.

Zenzero is the exclusive talent agency managing the best food creators in the Italian digital landscape. Stemming from a collaboration in late 2022 between GialloZafferano, One Shot Agency and six of the top food creators in the Italian digital landscape, it has reached over 43 million followers and over 50 million video views. Zenzero Talent Agency is a new point of contact between an extraordinary hub of creators and brand partners whose goal is to establish effective communication pathways that respond to the growing need of brands to intercept the passions, values and new language of Generation Z.

A few days before the start of the second quarter, Webboh Lab, the first permanent observatory on Gen Z resulting from Webboh’s partnership with the Sylla research institute, has analyzed the responses of more than 38,000 elementary, middle and high school students who were asked to share their opinions, perceptions and expectations about school.

The results, partly collected through the involvement of Studenti.it users, led to the report “La scuola che vorrei”, a detailed look at the school system through the eyes of the younger generation. Their goal is to have a school that is more inclusive and helpful in dealing with the challenges of everyday life.

Vision of the ideal school:

Students were asked to describe how they imagine the perfect school environment:

• inclusive and respectful, where everyone has an equal chance to learn (9/10);
• with beautiful and welcoming spaces, helping those with problems or difficulties (8/10);
• more connected to reality, with useful lessons for daily life (7/10);
• innovation-oriented, with the use of technology to make lessons interactive and engaging (5/10);
• a place where students can voice their opinions, work together in groups, and engage in creative and fun activities (5/10).

Perception of the school

The main problems highlighted by the report concern the perception of a not very innovative school environment that lacks adequate preparation for real life and work, placing great emphasis on mental health. In detail:

• 80% think that school does not teach topics that are useful for life;
• 80% find their backpack too heavy;
• 67% experience anxiety about going to school;
• 67% believe that schools do not care about pupils’ mental health;
• 67% spend entire days studying;
• 68% are fairly or very happy with the level of teaching they receive;
• for 49%, teachers are not sufficiently understanding and do not care enough about whether a subject is understood;
• 49% of children found situations of neglect at school. Indeed, many of them do not trust the solidity of the structures and as many as 50% of the children believe there is a potential risk of the facility collapsing.

It emerged, in general, that students do not feel valued, welcomed and supported at school: “It is a place where I feel valued” received only 4.3 out of 10 and “It is a place where I feel welcomed and supported” 4.5 out of 10. In addition, the concept “Bullying is addressed and effectively managed” received 5.2 out of 10, a result that leads one to think that the educational institution is unable to deal with and manage bullying.

Identified clusters:

The Webboh Lab team identified 5 profiles that identify students based on their responses to the questionnaire:

1. Vision and Motivation (34%): this is the group that identifies students who see school as practical preparation for the future and work, and who prefer a traditional approach.
2. Practicality and Inclusiveness (30%): concerns children focused on professional preparation and collaborative learning in a stimulating environment.
3. Ambition and Pragmatism (14%): they value competition and rewards, with a focus on individual growth.
4. Creativity and Relaxation (13%): this is the cluster where creative freedom and a relaxed environment with less homework and more artistic activities are valued.
5. Tradition and Freedom (8%): where students prefer a classical educational approach, without excessive emphasis on technology or creativity.

You can view the full research here.

Webboh is the flagship media for GenZ. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, a partnership between Webboh and the Sylla research institute, with Scientific Director Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab’s commitment is to gather the voice of the younger generation and investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.

Webboh Lab, the first permanent observatory on Gen Z born from Webboh‘s meeting with the Sylla research institute, involved 15,000 teenagers, aged between 14 and 17, to collect opinions, behaviours and perceptions regarding the topic of glass recycling and the use of packaging created with this material. The survey, conducted by Webboh Lab for CoReVe – the national consortium for the collection, recycling and recovery of glass packaging waste in Italy – highlighted some key points of interest.

VIRTUOUS BEHAVIOUR AND AWARENESS

The survey showed that three out of four teenagers (more than 76%) always separate glass, while only 5% said they rarely or never do it. Of these: 38% do not separate glass because they don’t think about it, 21% have someone to do it for them and 14% believe there is not enough information about recycling.

Glass recycling is very common among teenagers, as they generally prefer the use of glass packaging as it is more sustainable.

Young people are taught correct behaviours, such as separate waste collection, by their parents and schools, making it a recognised and widespread practice. Most interviewees believe that the good example of others and more information can motivate us to improve the collection of glass.

The data analysed also showed that two out of three teenagers (67%) are aware of the possibility of endlessly recycling glass without losing quality, while 65% of them are aware that incandescent bulbs and crystal glasses cannot be recycled together with ordinary glass. Finally, 85% of young people know that recycling a glass bottle reduces air pollution by 20% compared to that produced to make a new one.

As regards behaviour in Italy, 56.8% of interviewees believe that Italians pay enough attention to separating glass and that it is very important to do so (70.9%). 60% of children think that in 10 years glass recycling will be more widespread and 74.7% are in favour of penalising those who do not separate glass from other waste.

GROUPS:

Expansion of the answers obtained with respect to issues related to glass recycling and environmental sustainability has made it possible to identify four groups of adolescents with similar answers on in-depth topics.

Proactive recyclers (34%)
They are young people with a strong pragmatic and proactive tendency towards glass recycling, and are highly motivated and hands on as regards the actions taken. They attach great importance to protecting the environment and reducing pollution: they are extremely aware of the environmental issue and are convinced that recycling glass is a great help. In general, they are consistent in their behaviour towards sustainability, consumption choices and daily practices of waste separation, reuse and recycling of materials. They actively correct other people’s incorrect behaviour and they also agree to sanction those who do not separate their waste. They ask for more information to encourage separate waste collection and the virtuous example of influencers and famous people.

Recycling utilitarians (28%)
Teenagers in this group focus on the functional and utilitarian aspects of recycling, but they are much less motivated when it comes to issues related to environmental sustainability. They recognise the importance of glass as a material that is not harmful to the ecosystem and are familiar with recycling bins. Despite this, they are not particularly motivated by the concept of recycling or by the environmental impact that it may have. They are a little less virtuous as regards separating glass than the average person. To stimulate recycling, they propose economic incentives and are against the introduction of penalties for those who do not separate their waste.

Recycling theorists (23%)
Those that are disenchanted with recycling and are the least interested in the issues of recycling and the environment.
They reveal a more poetic and symbolic vision of glass, attaching a special value to its purity and its capacity for rebirth, however, they are less virtuous in separate waste collection, finding it complicated and demanding and remaining less sensitive to the issue of environmental sustainability in general. They claim to be motivated to recycle glass for its infinite reuse but are less concerned with practical details, such as using the correct bins or removing caps.

Poets of transformation (15%)
The young people belonging to this group are very involved in the issues of environmental sustainability and are very aware of related issues. They differ from the first group, the proactive recyclers, for their more romantic and idealistic vision: they see glass as a poetic and special material, and they prefer glass packaging for its unique characteristics. They are the most informed about correct glass recycling practices. They recycle much more than the average person, they are in favour of any incentive that promotes the dissemination of good practices and they are also in favour of penalties for those who do not separate glass correctly. Finally, they adopt, in general, a sustainable lifestyle and feel like active protagonists, attaching importance to the correct management of glass, since they are motivated by the environmental value of recycling.

“The survey is very interesting and allows us to understand what young people think and how they behave,” stated Gianni Scotti, President of CoReVe. “In general, there is alignment among children between environmentally sustainable behaviour, environmental awareness and glass recycling. Almost all of them – as many as 90% – think that the climate crisis is a serious matter and that glass recycling is a fundamental part of reducing pollution. But CoReVe’s challenge is speaking to the 5% that rarely recycle to make it clear what a waste of environmental and economic resources it is not to recycle glass properly. The work we are doing with influencers, creators, schools and territories goes precisely in this direction. Italy’s good recycling rate is, in fact, not taken for granted but must be maintained and, if possible, improved. This is why it is essential to know what Gen Z thinks and what behaviours they adopt,” Scotti concluded.

“This research has attracted a lot of interest among children, it is a generation that is well informed on and aware of environmental issues. The analysis of the data allowed us to identify 4 groups of teenagers with similar answers to the in-depth topics, each with a different leaning towards glass recycling. This has made it possible to collect very targeted information for the customer,” says Furio Camillo, Scientific Director for Sylla. “Webboh Lab confirms itself as a very effective tool for the strategy, marketing and communication of brands and companies that find an interesting target in Gen Z.”

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, a partnership between Webboh and the Sylla research institute, with Scientific Director, Professor Furio Camillo, is the first Permanent Observatory on Gen Z. Webboh Lab’s commitment is to gather the voice of the younger generation, investigate and explore issues to convey them to those who make decisions for them, the adults of tomorrow.

GialloZafferano, Italy’s number-one food media brand with more than 70 million followers worldwide, announces an autumn filled with exciting news that once again confirms the strong, multi-channel, innovative approach that has made the brand a major benchmark for cooking enthusiasts, including at an international level.

Launch of GZ Lab

Building on its relationship of trust with its community, which in Italy alone numbers more than 35 million followers and 17 million unique monthly users, GialloZafferano is launching GZ Lab, the first digital observatory of consumption and trends related to cooking in Italy, a tool to investigate and learn about Italians’ opinions, interests and habits when it comes to cooking.

As a first step, GZ Lab explored Italians’ relationship with food and cooking in cultural, social and personal terms through a questionnaire, developed together with the Sylla research institute, which received more than 8,000 answers in one week. Various interesting aspects emerged:

• food as a fundamental resource for physical and mental well-being: for 84% of those surveyed, food choices are guided by weight control, allergies or intolerances, and ethical or religious reasons;
• the return to a domestic approach to meals, experienced as a time to express your creativity and show affection towards others: in the past year, 27% of people have increased the number of times they eat at home and 54% have decreased their online food orders;
• a focus on limiting expenses: for 21% this is a factor that guides their food choices, without compromising on exploring new horizons and discovering new flavours thanks to high-quality ingredients and attention to the way dishes are presented;
• more than 30% of the respondents associated cooking and meal preparation with a gesture of love and care directed towards others, as a connection with the world to build and consolidate bonds, and towards themselves as personal growth, a path of experimentation, curiosity and discovery.

Full results are available here.

An all new version for GialloZafferano Magazine

Starting this month, Italy’s most popular cookery magazine with over 80,000 copies per month and more than 1.5 million readers, is presenting itself to the public in a new version adapted to readers’ demands.

Its pages devote even more space to recipes, with a step-by-step approach that ensures that they are easy to follow and more closely linked to GialloZafferano’s website and social media channels. There will also be even more contributions from ambassadors, resident chefs, bloggers and brand creators, including Luisa Orizio, Sebastian Fitarau and Azzuchef, who are all featured in this month’s issue. GialloZafferano Magazine also presents new columns and special features, such as themed sections dedicated to the local area and industry events, offering visibility opportunities for partner companies.

To mark the magazine’s renewal, a digital campaign was carried out involving more than 50 GialloZafferano bloggers and strong visibility in retail outlets and large-scale retail trade.

GialloZafferano in the United States

After taking centre stage at the recent Summer Fancy Food Show in New York with showcooking, original content and performances designed and staged for major Italian food brands, GialloZafferano is expanding its roster of chefs and culinary talents active in the United States with the addition of Bilena Settepani and Daniele Uditi to the team. Awarded by Iginio Massari in 2023 as one of the best pastry chefs on an international level, Bilena Settepani is Executive Pastry Chef of the famous Settepani Bakery in New York, whose creations based on the Italian confectionery tradition are appreciated throughout the United States. After moving from Caserta to Los Angeles in 2010, in 2017 Daniele Uditi opened the first “Pizzana”, a brand that has now become a chain with 7 locations in California and Texas, which are frequented by prominent figures from the American jet set.

The new chef creators of GialloZafferano, managed by Zenzero, Mondadori Media’s talent agency, will further strengthen the presence of Italian cuisine in America, including through the creation with Universal Marketing – the exclusive organiser of Italian companies’ presence in the Fancy Food Show halls – of a new trade fair experience for our cuisine, already starting from the next Winter Fancy Food Show in Las Vegas, in January 2025.

GialloZafferano is also announcing the start of an editorial collaboration with Alessandra Ciuffo, known on social media as Flavors by Ale. Alessandra, whose profile now has over 900,000 followers, grew up in New York, started cooking when she was just three years old and has made a name for herself in the industry by sharing her passion for cooking, cooking techniques and everyday moments with her close-knit Italian-American family.

GialloZafferano is Italy’s leading food media brand on the Internet. 1 in 2 Italians cooks with GialloZafferano, which reaches an average of 17 million people every month (average month Audicom 2024). It is the fourth largest food media brand in the world on social media, with a fanbase of almost 71.5 million followers (source: Shareablee-Comscore and Social Insights, August 24). Thanks to recipes within everyone’s grasp, it is available to people 24/7 on all channels: from the Internet to social media, from apps to smart devices, as well as magazines, books and local events nationwide.

The partnership between McDonald’s and GialloZafferano, Italy’s most popular food media brand, has been renewed for the sixth consecutive year. This partnership, which has led to sales of 45 million sandwiches, is now returning with a new edition of McChicken Creations: two tasty recipes inspired by the original McChicken, available in all of the over 700 restaurants until 28 October.

The two variants boast high-quality Italian ingredients that enhance the classic 100% Italian, free-range, GMO-free chicken breast supplied by Amadori and the bread produced in Italy by Bimbo. The new recipe for 2024, McChicken Delizioso, combines crispy bacon and Italian artichokes, along with “Grana Padano PDO” artichoke sauce; McChicken Gustoso is also back in a Wrap version with crispy bacon, Italian red cabbage and Pecorino Romano DOP & pepper sauce.

The McChicken Creations reaffirm McDonald’s commitment to the Italian food supply chain year after year: in 2023, the company invested around 415 million euro in the sector. McDonald’s commitment is also reflected in its strong ties with the Protection Consortia, with which – thanks to the valuable support of the Qualivita Foundation – it has been working since 2008. Since then, 21 PDO and PGI ingredients have been introduced into McDonald’s menus, included in more than 45 recipes, with a total of 7,000 tons of raw materials used.

The McChicken Creations were conceived by McDonald’s and GialloZafferano, which created two recipes that showcase Made in Italy excellence.

“We are proud to re-launch such an important project for McDonald’s. For six years, the McChicken Creations initiative has seen us unite with GialloZafferano in the goal of creating recipes that showcase the quality and taste of Made in Italy ingredients,” remarks Giorgia Favaro, CEO of McDonald’s Italy. “This annual initiative not only strengthens our connection with Italy, but also reaffirms our concrete commitment to supporting the agri-food sector. Partly thanks to the collaboration with the Qualivita Foundation, over the past 15 years our support has enabled us to highlight local excellence, bringing PDO and GI-certified Italian products to our customers’ trays.”

“GialloZafferano’s partnership with McDonald’s is a truly successful project to which we are particularly committed,” comments Andrea Santagata, CEO of Mondadori Media. “It perfectly represents some of the key elements that make up our brand’s DNA. These include always offering products that are tasty and accessible to everyone, combining Italian character with innovation, and dialoguing with and entertaining our target audience by developing new communication languages and formats,” Santagata concludes.

The new edition of the McChicken Creations was presented today at a special event at the GialloZafferano headquarters, attended by Giorgia Favaro, CEO of McDonald’s Italy, Andrea Santagata, CEO of Mondadori Media, Nicola Lussana, CEO of Mediamond, Mauro Rosati, General Manager of the Qualivita Foundation, Stefano Berni, General Manager of the Consorzio di Tutela Grana Padano, and Gianni Maoddi, Chairman of the Consorzio di Tutela Pecorino Romano.

The event also involved GialloZafferano’s top food creators, including Sebastian Fitarau, Luisa Orizio – Allacciate il grembiule, Angello Coassin – Cooking with Bello, Gessica Runcio – Le ricette da Gessica, Andriana Kulchytska and Dany Resconi, who collaborated on the project with a series of exclusive content posted on social media.

The outstanding presenters were the two faces of the Le Iene TV show, Veronica Ruggeri and Stefano Corti, who conducted the event with their distinctive style, involving speakers and participants.

All the activities and visibility plan for the McChicken Creations were developed together with Brand On Solutions, Mediamond’s project area, with the coordination of OMD and in partnership with Leo Burnett, on all digital channels of Giallozafferano, from the website to all social media profiles – Facebook, Instagram, TikTok and YouTube –, and the app, with the addition of push notifications targeted at McDonald’s drive-to-store and drive-to-app.

The great success of MypersonalTrainer Days, the event sponsored by the City of Milan and dedicated to fitness, health, well-being and sport, organised by MypersonalTrainer, a Mondadori Group brand, was held once again this year, a point of reference for 13 million unique users per month and 6 million fans on social networks.

Mypersonaltrainer Days, now in its third edition with the new slogan More Than Wellness, embraced not only health, fitness and wellness, but also beauty and fitfood last weekend (14 and 15 September).
In the beautiful setting of the Arco della Pace and Parco Sempione, in just two days Mypersonaltrainer Days recorded the extraordinary participation of over 15,000 visitors, more than 50 guests and 26 brand partners, with a reach of more than 20 million on the brand’s Instagram, TikTok, Facebook and YouTube pages.
500 free events in a 2,000 square metre area in the heart of Milan, 300 hours of activities with the best workouts, master classes, and trendy wellness and beauty practices, talks with leading figures from the world of sport and wellness, and medical consultations in collaboration with the Centro Diagnostico Italiano.
There was large participation in the MYPT Walk, the sports walk in cooperation with Lycia, in which 2,000 people took part.

All these numbers are also the result of continuous storytelling with stories, posts, and interviews made exclusively by MypersonalTrainer’s editorial team and videos on social media and online. This winning formula contributed to a significant result: a media impact of more than 50 million gross contacts thanks to the event’s storytelling on all brand touchpoints, an advertising campaign planned on social media, online, print, radio, and DOOH, as well as very impactful spontaneous media coverage.

“We are extremely satisfied with the success of this third edition. The wave of yellow T-shirts that swept through Piazza Sempione for two days and the contagious enthusiasm with which thousands of people participated in our activities – training sessions, games, branded experiences, talks, masterclasses and walks – were there to witness it. Thanks to the collaboration with the City of Milan and our partners, we have succeeded in achieving the event’s primary objective: to promote the founding values of sport and wellness as much as possible among the citizens and the public that follows us online, through a memorable experience,” commented Daniela Cerrato, Marketing Director of Mondadori Media.

Many guests were present: from multi-award-winning champion Filippo Magnini to Italian flag-bearer at the Paris Olympics Arianna Errigo, Olympic racewalker Eleonora Giorgi, fitness gurus Jill Cooper, Jairo Junior, Federica Constantini, Roberta Vanzella, Nicolò Famiglietti and Silvia Fascians from the roster of Power Talent Agency, and many more. There were interesting events with dietician Paola Stavolone, nutritionist biologist Valeria Severi, and a colour palette counselling session with @Ferschetty (Ferdinando Schetty).

Also from the Power Talent Agency roster, Angelica Amodei, Beauty Trainer at MypersonalBeauty, led and moderated the talks with the experts, while special guest Benedetta De Luca, gender & inclusion editor at The Wom, explained to the audience how it is possible to train yourself to be happy.

Multisport Arena, sponsored by Givova, was a great success, offering families, groups of friends and children the opportunity to try out innovative sports such as Korfball and Floorball, as well as Mini Volleyball, Mini Tennis, 3×3 Basketball and 3vs3 Football. Sunday also featured the spectacular Floorball match involving Spartak Milano.

Visitors stormed the Free Climbing wall, which this year – in cooperation with Dicloreum – was enhanced with special effects and gave every single participant an impressive souvenir photo taken from above.
There was also space for relaxation with Dorelan, which through an immersive experience and a dedicated talk raised the audience’s awareness of the importance of sleep quality for physical and mental health.

New events that attracted a huge number of participants included: the Beauty & Wellness lounge, organised in partnership with Biopoint, Deborah, Dermolab, Lycia and Tesori d’Oriente, and four areas available to the public with a guided experiential journey focusing on make-up, hair and skin care,  and wellness experiences such as aromatherapy and music therapy, allowing visitors to test products on their own skin.

Event partners 

Mypersonaltrainer Days is a Mondadori Media event in collaboration with Mediamond and its unit dedicated to special initiatives, Brand On Solutions. In terms of advertising, the event recorded 30% growth over the 2023 edition. Many companies have come on board as brand partners – not only businesses in the wellness, pharma, fitness, sport and beauty area, but also companies from the food and beverage, automotive and lifestyle sectors – that met the public in customised experiential corners to promote a new and broader concept of wellness.
Main partners: Dicloreum Ice, Dorelan, DR Automobiles, Givova.
Partners: Biopoint, Centro Diagnostico Italiano, Danacol, Deborah Milano, Dermolab, Ente Croato, Euro Company, Farine Magiche con Philips, Garden Gourmet, Gold Collagen, Humanitas University, Initial, Lycia, Rio Mare, Tesori D’Oriente. Technical partners: Aguara, Alpro, Lete and YogaEssential, Centro TAO and Limmi.

The Mondadori Group supported the initiative with talks by authors from its publishing houses and in a dedicated corner of Mondadori Retail.
Media partners: Radio R101
Set-up and logistics were handled by the Area62 agency.

MypersonalTrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 13 million unique monthly users (source: Audiweb Total Digital Audience, last six months) and over 6 million followers on social media (source: Comscore Shareablee and Social Insights August 2024).

There’s been great success for Webboh, Italy’s number one media brand for the younger generation with a digital audience of 4.5 million followers, which closes the summer with record numbers.
Eight events in the area, all sold out, more than 50 Gen Z idols on stage at the events organised around Italy, more than 20,000 kids who took part in the eagerly awaited shows, registering significant results, and on social media with 100 million reaches and more than 1.5 million interactions.
These are results that confirm Webboh ‘s extraordinary ability to involve young people with activities that can create meaningful moments of sharing and fun. This isn’t only on social and live, but also with initiatives continuing in September to tackle the back-to-school period.

Webboh Fest: three legs sold out
Webboh Fest, a music festival – unique in Italy in terms of format and audience success – designed to bring together young people with the most followed idols on social networks, was held on three legs from July to September (Giulianova, Rimini, Mirandola). It starred singers Rosa Chemical, Sarah Toscano, El Matador, Aka 7even, Serena Brancale, Emma Muscat, Vyperr, Pucho, Valerio Mazzei and many others. Also present were the latest, trendiest creators, including Lisa Luchetta, Alberto Tozzi, Alice and Giorgia Mordenti, Kingash, together with Acapodelglobo and Arienne Make-Up, both from the Power Talent Agency roster.

All events – with free admission – were hosted by producer and presenter Andrea Prada with the participation of Sara Esposito, a creator and YouTuber with millions of followers. At the DJ set was Matteo Robert, one of Italy’s most famous Gen Z creators, and DodoJ, one of Italy’s youngest DJs.
The DeAKids broadcasts (Sky Channel 601), with creators Lisa Luchetta and Alberto Tozzi, shared what went on behind the scenes at the different legs: this exclusive content has been made available on the channel’s social networks and will be aired in a special on DeAKids on 27 September where the best moments of the Webboh Backstage Secrets Summer Tour will be revisited.
Radio Bruno was also a Webboh Fest radio partner.

Webboh Camp: between summer experience and digital education
The Webboh Camp (20 to 27 July in the Tuscan Maremma), organised with Experience Summer Camp, Italy’s number one organiser of summer camps for young people aged 6 to 22, sold out in just one month. An unforgettable week in close contact with five creators (a total of 4 million followers on TikTok alone): Alberto Tozzi, Jenni Serpi, Sara Esposito, singer Luk3 and the face of Webboh, Claudia Mariani.
But the Camp was more than just fun. The kids enjoyed a digital education with Alessio Carciofi, one of Europe’s leading experts on digital well-being. Here too, reporting on the holiday was entrusted toDeAKids cameras.

Webboh Fun at AquaFan in Riccione
Just like last year, the four dates of Webboh Fun at Aquafan (11 July, 25 July, 8 August, 22 August, at the Walky Cup at Aquafan in Riccione) turned out to be a success. At each leg, in addition to the show on stage, spectators participated in exclusive meet and greets with guests (singers and creators) with whom they could take a photo. Among the talents involved were: Acapodelglobo, Rimoldigno, Lisa Luchetta, Matteo Robert, Alberto Tozzi, Pucho, Luk3 and Ascanio, Lorenz Simonetti.

Activities with brand partners
Webboh’s summer initiatives offered brand partners additional business opportunities with diversified branded content solutions. These include five smartphone covers – each suited to a different mood – created by the Webboh community in collaboration with La Casa de Las Carcasas. The covers, launched on 5 September, were presented on 6 September during the Mirandola leg of Webboh Fest, and are on sale online and in stores.

The first two Webboh Fest legs had Webboh coordinating and working in collaboration with Brand On Solutions, Mediamond’s project area, along with cosnova Italia with essence, a well-known cosmetics brand, with the essence Spring-Summer 2024 collection and the participation of acapodelglobo and Arienne Makeup from the Power Talent Agencyroster.

Back to school: the BE YOU Webboh diary and backpack and many other activities
After the summer events, Webboh is there for the very young as they start the new school year with numerous products and various initiatives.
The BE YOU Webboh Diary, produced in collaboration with BE YOU, now in its third edition, is so successful every year that it sold out in a few days in various stores and online shops. Created together with the community, it contains more than 100 stickers, over 40 special ‘against boredom’ pages for break times, the birthdays of the best-loved creators and a brand new ‘treasure hunt’. Launched in June, it’s distributed in shopping centres, bookstores, stationery stores, and online. In addition to the diary, this year’s BE YOU Webboh collection consists of an entire stationery line with apencil case, notebooks and – the big news for 2024–2025 – the BE YOU Webboh backpack.

Webboh and Astra Make-Up are working together again, after a successful project for the 2024 Webboh Awards, for the back-to-school period. The focus for this initiative is the Astra Skin line, dedicated to skincare and beauty routines, and the launch of two new products: a Face Make-up Remover Balm and a Face Gel Cream. The initiative includes a structured publishing plan on Webboh’s social channels, and also on the website, as well as the initiative for Arianna Madonna, the face of the community, and content creator Lisa Luchetta, already the winner of the Best Teen Idol – Female category at the 2024 Webboh Awards.

From 18 September, a new collaboration with Inter-studioviaggi (in coordination and collaboration with Brand On Solutions/Mediamond) will start on Webboh’s TikTok channel. The star of this initiative will be Anaïs Mariani, TikToker and Ambassador of Inter-studioviaggi, who will meet with Arianna Madonna, one of the faces of Webboh, to talk about her experience of Year Abroad. The opportunities offered by a school year abroad will be illustrated: a unique opportunity for an exceptional educational experience.

Webboh Lab, the first permanent observatory on Gen Z emerging from a meeting between Webboh and the Sylla research institute, has partnered with Farmitalia (with the support of Brand On Solutions/Mediamond) to conduct a survey via an online smart poll involving 500 young Italians aged between 14 and 17. The results provide a picture of the perceptions, knowledge and doubts of younger generations regarding sexuality and contraception in Italy.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.

On 14 and 15 September, the MypersonalTrainer Days return, an initiative sponsored by the City of Milan, which will be held at the Arco della Pace, a green space that the people of Milan have always used for sport and moments of relaxation and wellness.

The event – organised by MypersonalTrainer, Mondadori Group brand and leader in health and wellness, a standard for 13 million unique users per month and 6 million fans on social networks – offers a rich program of activities designed for everyone who loves a healthy and active lifestyle.
More than 500 free events are scheduled, which sold out in just a few days, from the best workouts and trendy wellness practices to talks with special personalities from the world of sport and wellness and a series of useful medical consultations.

“We are proud that MypersonalTrainer, a brand that started on the Internet in 2005, has built up a well-structured circle over time and has become a standard for so many wellness enthusiasts, not only digitally but also locally. Our strength lies in the affection of the public who follow us and want to discover the latest trends and disciplines in fitness and health, and wellness in general. The many brands that believe in our project are increasingly expressing the need to explore new channels, create contacts and thus expand interactivity with their target audience, in line with the growing demand to attend sporting events”, said Daniela Cerrato, Digital Marketing Director of Mondadori Media. 

This third edition, under the name More than Wellness, hosts great stars: from swimming champion Filippo Magnini to the Italian flag-bearer at the Paris Olympics, Arianna Errigo; from Olympic marcher Eleonora Giorgi to fitness gurus Jill Cooper, Jairo Junior, Nicolò Famiglietti and Silvia Fascians from the Power Talent Agency roster, Federica Constantini, Roberta Vanzella and many others.

The full calendar and new features of MypersonalTrainer Days
Opening the event will be swimming champion Filippo Magnini, one of the greatest swimmers of all time in his specialism, who will give the audience tips on how to live a lifestyle and share how the sporting approach can influence his career and everyday life.

Shortly afterwards, it will be the turn of Arianna Errigo, Olympic flag-bearer and fencing champion, who has just returned from the French capital, and who will open the debate on a new way of understanding sport. A series of trendy activities will follow, including Strong Nation, Groupboxing Sparring, Dynamic Hiit Workout. And more holistic activities such as BodyFly, Bliss Vinyasa, Face & Hair Yoga as well as Durga creative energy.

Many interesting talks on the latest, trendiest topics. These two events are very popular: Email Apnoea and Sleep Wellness with Alessio Carciofi, university professor and marketing & digital wellness expert, in collaboration with Dorelan, and New Longevity: lLfestyle and Precision Medicine with Dr Alberto Beretta, researcher, immunologist and Scientific Director of SoLongevity, to discover how to live long in the best possible way.
On the topic of fitfood and nutrition, there will be interesting talks by experts Valeria Severi and Paola Stavolone as well as time for the audience in attendance with a healthy menu endorsed by MypersonalTrainer, in collaboration with Rio Mare and Dazi Milano.

New features for the third edition will include a large space dedicated to beauty, a constantly growing sector to which the MypersonalBeauty area has been dedicated since this year on the website and social networks(MypersonalBeauty was created as a brand extension of MypersonalTrainer and rounds out its offer in the personal care and beauty sector, understood not only as an external goal to be achieved, but as an integral part of physical and mental wellness). In line with this trend, an itinerary will be created in collaboration with Biopoint, Deborah, Dermolab, Lycia and Tesori d’Oriente that will include make-up, hair and skin care, wellness experiences such as aromatherapy and music therapy. A young creative talent, the champion of unisex image consulting @Ferschetty (Ferdinando Schetty) will also speak to discover the colour palette that enhances us.

Free medical consultations with CDI specialists can’t be missed: dietetics, physiotherapy, orthopaedics, senology, physiatrics, sleep medicine, internal medicine.

Among the scheduled events is the MYPT Urban Walk, organised in collaboration with Lycia. Free and even more exciting and inclusive, the 5 km non-competitive walk will be preceded by a preparation session, led by marathon runner, Eleonora Giorgi. For the first time there will also be experts in fitwalking and nordic walking.

Mypersonaltrainer Days will also host Pompieropoli, the activity designed by the Fire Brigade for children aged 3 and up, which is both exciting and educational.

In this third edition, the technological set-up will also be strengthened with an LED wall (550×300 cm) set up in the main stage area, where cross shots will be projected by two drones that will fly over the area and create spectacular and immersive experiences.

Event partners
Mypersonaltrainer Days this year had an excellent advertising response with a 30% growth over 2023 and the involvement of 26 brand partners. The event is carried out in collaboration with Mediamond and Brand On Solutions, a unit dedicated to special initiatives of the Mediamondlicensee.
Many companies have come on board as brand partners – not only industries in the wellness, fitness, sport and beauty area, but also companies from the food and beverage, automotive and lifestyle sectors – that will meet the public in customised experiential corners to promote a new and broader concept of wellness. Main partners: Dicloreum Ice, Dorelan, DR Automobiles, Givova. 

Partners: Biopoint, Centro Diagnostico Italiano, Danacol, Deborah Milano, Dermolab, Ente Croato, Eurocompany, Farine Magiche with Philips, Garden Gourmet, Gold Collagen, Humanitas University, Initial, Lycia, Rio Mare, Tesori D’Oriente. Technical partners: Aguara, Alpro, Lete and YogaEssential, Centro TAO and Limmi.

Media partners for the initiative: Radio R101 , which will also set up a DJ set for the event on Saturday evening from 6 pm.

For Mypersonaltrainer Days a new advertising campaign was created by the marketing agency Casiraghi Greco& organised across several forms of media: daily newspapers, OOH, DOOH, occupying strategic areas of Milan such as the Parco Sempione area and the M4 line, radio, magazines, social and digital. Set-up and logistics were handled by Area62.

All activities are free, registration is required to participate. For information and reservations: https://www.my-personaltrainer.it/myptdays. All those registered for sports activities will receive a technical T-shirt and for all active participants a bag full of gadgets.

MypersonalTrainer is Mondadori Media’s leading brand in the world of health, wellness, healthy and functional sports nutrition, with 13 million unique monthly users (source: Audiweb Total Digital Audience, last six months) and over 6 million followers on social media (source: Comscore Shareablee and Social Insights July 2024).

After the success of the first leg in Giulianova (with almost 10 thousand viewers), young people’s idols will be in Mirandola (MO) on Saturday, 6 September, in the Piazza della Costituente, for the last leg of Webboh Fest 2024, the summer music event organised by Webboh, the first Italian community dedicated to Gen Z and Gen Alpha, with more than 4 million followers on social networks.

A star-studded stage for the last leg of Webboh Fest

An evening of music and fun, during which many artists, including Rosa Chemical, one of the most talked-about artists on the music scene, will take turns on stage from 8 p.m. From Spain comes Victor Perez, aka VYPERR, the idol with 10 million followers who will showcase his hits to the Italian public. Also from the charts of this summer’s most streamed songs is El Matador, a breakout star from ‘Nuova Scena’, the Netflix rap show, and Serena Brancale with her viral hits.

Rappers Vale Pain and Fasma, whose hit, ‘Mille notti’ was a smash hit on TikTok this summer, will also be on stage, along with Le-One, whose summer hit ‘Addo staje’ has already gone gold and is this summer’s song with millions of streams. From the world of ‘Amici di Maria de Filippi’, Niveo will premiere his new single about bullying. Some of the idols of the very young generation will also be there. They will get the audience singing along to their most famous hits. We’ll meet Il Rosso, Luk3 and Ascanio, Lorenz Simonetti, Rondine, and Cioffi.

 Andrea Prada will host the last leg of Webboh Fest, with the help of Sara Esposito, a creator and YouTuber with millions of followers. Also, on stage (and backstage) will be young people’s favourite creators, like the Housegram crew, i.e. Cristiano Borsi, Fabio Ferrucci, Giulia Bizzarri and Viola Silvi; as well as Gabriele Greco and Anastasiia Pazzeska. At the end of the evening, fans can continue the fun with a DJ set by Matteo Robert, one of the most famous Gen Z TikTokers in Italy.

Challenges and surprises… with a look behind the scenes

And it’s not only music: during the evening of Webboh Fest, Webboh will also entertain the audience with challenges and lots of fun (free admission). Backstage access will be narrated by creator Lisa Luchetta, star of Webboh Backstage Secrets Summer Tour, the format born from the collaboration between Webboh and DeAKids (Sky Channel 601). Lisa will interview the stars of the event and report on the tour with exclusive content: clips will be available on the TV channel’s social media. From the afternoon onwards you’ll also get to receive numbered gadgets, which will allow you to take part in a special draw that will give you access to Webboh Fest backstage and follow the entire event from a special location: the backstage area. Radio Bruno, a partner for the festival, will follow Webboh on its tour, and in the grand finale will reveal on the Mirandola stage the songs most loved by young people in the summer of 2024 with the official ranking.

This leg’s sponsor is La Casa de las Carcasas, who along with Webboh have created a collection of smartphone covers that will be on sale from September and will be launched from the Webboh Fest stage on 6 September in Mirandola. There will be a stand in the square with a giant cover where you can take a selfie and receive a free gadget.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb Last Quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by the bottom-up editorial model: the community is involved in every part of the creative process.

Webboh Lab, the first permanent observatory on Gen Z stemming from an encounter between Webboh and the Sylla research institute, has partnered with Farmitalia to conduct a survey via an online smart poll involving 500 young Italians aged between 14 and 17. The results provide a picture of the perceptions, knowledge and doubts of younger generations regarding sexuality and contraception in Italy.

The results show how the very young face a lot of exposure to these issues, which is also attributed to the numerous information channels available, and how they would like to experience sex education in general, that is, with fewer taboos and more clarity.

How Gen Z stays informed

The details of the data collected by Webboh Lab show that the sources most consulted by respondents are friends (53.4%) and social media (46%), followed by school (43.2%) and the Internet (40.4%). The family is in fifth place with 27.6%, while doctors and advice centres are mentioned by only 5.6% of young people.

Sex education at school

 Sex education at school is considered a key issue by the very young. They would like it to be addressed more, with particular emphasis on certain aspects:

• sexually transmitted diseases (importance score: 8.47/10);
• relationships, affection and partner consent (score: 8.40/10);
• contraceptive methods (score: 7.81/10);
• anatomy of the human body (score: 7.78/10).

Gen Z’s suggetions for better information

The Webboh Lab smart pool also showed that the way in which this issue is dealt with could be improved through various initiatives. Besides more school involvement (score 8.36/10), the main activities identified by respondents were:

• counselling services (score 7.87/10);
• discussions with adults (score 7.59/10);
• access to reliable online resources (score 7.49/10).

Contraceptive methods

The survey also highlighted condoms as the most popular method of contraception among Gen Z (98.2%), followed by the pill (88.4%). Much more limited knowledge is found, however, for IUDs (49.3%) and coitus interruptus (17%).

Emergency contraception: the concept of emergency contraception is familiar to 44.2% of young people. More specifically,86% know about the morning-after pill, while only 41.8% know about the five-day-after pill. The main sources of information for emergency contraception include:

• Internet (25.1%);
• social media (24.4%);
• school (15.6%):
• friends (12.4%):
• family (6.9%).

Furthermore, 23.9% of young respondents admitted to knowing someone who had used the morning-after pill, while only 8.3% knew someone who had used the five-day-after pill.

The research shows a clear need for a more integrated approach to sex education involving not only schools, but also counselling services and families.

Webboh Lab, which came about after a meeting between Webboh (4 million followers on social media) and the Sylla research institute, directed by Furio Camillo, is the first permanent observatory on Gen Z. Webboh Labs is committed to hearing the voice of the younger generation, investigating and exploring their issues and bringing them to the table of people making decisions for them, the adults of tomorrow.

Webboh is the flagship media for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fanbase of 4.5 million followers across TikTok, Instagram, YouTube and WhatsApp, 70% of which are under 24. The website receives 3 million unique monthly users (source: Audiweb last quarter 2024). It is in the top ten most influential Italian media companies on social media, as well as the first targeting Gen Z for engagement and video views (source: Italian Top Media Rankings for First Communication made by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by a bottom-up editorial model: the community is involved in every part of the creative process.