Digital: Publishing brands

The platform of Mypersonaltrainer, a brand leader in health and wellness, has now expanded with Mypersonalpet, the new digital world — social network and website — designed for all animal lovers.

Pets are a source of well-being, contributing to improved quality of life, and they are now considered actual members of the family.

The growth of the pet market, which was also accelerated by the pandemic, has led to a parallel increase in the need for information, news, and guides on various aspects of their health and well-being.

Mypersonalpet aims to meet the desire for information for those who have chosen to open their homes to the love of a pet, not only dogs and cats, but also rabbits, birds, and fish.

Through collaboration with an exclusive network of authoritative professionals, rigorously selected among doctors, veterinarians, biologists, psychologists, ethologists, and trainers, pet lovers will be able to find useful advice and tips on nutrition, hygiene, and keeping their four-legged friends (and others) fit.

The Instagram profile @mypersonalpet, which has more than 330,000 followers, has registered 500,000 interactions and a reach of 4 million people in the last month, thanks in part to engaging visual posts on key topics with infographics, reels, and carousels.

In addition to complementing the main Instagram page @myptrainer, Mypersonalpet works with a network of experienced contributors and more than 30 top creators, as well as through collaboration with the Power and Zenzero talent agencies. The profile promotes an innovative narrative of personal & family wellness and provides information on touching stories and current social issues related to pets. There is no shortage of space for viral stories with intriguing and engaging formats such as “Pet dramas”, and more relaxing topics such as “Fashion & Accessories”.

Mypersonalpet officially launched at Mypersonaltrainer Days 2023, with volleyball player Cristina Chirichella and her dog Chichi acting as special representatives. The brand is dedicated to pets within the Mypersonaltrainer world, which 14 million people already access each month looking for information, tutorials, and advice regarding health, fitness, and personal wellness.

Mypersonalpet complements Mypersonaltrainer and Mondadori Media in the pet sector, and will work in full synergy with Mediamond and its dedicated unit, Brand On Solutions, to bring individual brands, innovative and effective branded content initiatives, and influencer marketing projects to the market.

Monge, a leading pet food company, was the first brand to believe in Mypersonalpet, investing in this new project during its launch.

The Wom, Mondadori Media’s 100% inclusive digital media brand, during Milano Beauty Week, expressed its two souls to the fullest, the value one and the “Beauty and Fashion” one, with the special #TheWOMderfulParty evening that involved the best beauty and fashion creators who are part of The Wom Squad and Power Talent Agency.

Special guest: Luigi Strangis. Singer, songwriter and multi-instrumentalist winner of the penultimate edition of Amici and a prominent personality in the younger musical scene, who performed in an evocative performance in which he alternated guitar, piano and vocal pieces.

The Wom’s exclusive event took place in the beautiful I Mirador terraces of the 21 House of Stories Navigli, open for the first time for a private party and embellished for the occasion by a glitter station with dedicated make-up artists and glamorous fittings.

A brand that continues to grow

The event was an opportunity to toast the success of the brand, which has reached 8 million total social followers mainly on the channels of choice of the Generation Z and Millennials target audience, Instagram and Tik Tok, and 9 million on the web (Audiweb, TDA average May-July 2023), but above all an increasingly active and participating community, with 5 million interactions in the last month (Source: Comscore, Shareablee), positioning itself as a leader in the under-35 female segment.

In addition, The Wom turns out to be the first brand also in terms of “intention to buy” for Generation Z (18-24), as revealed by a recent survey conducted in collaboration with Doxa – BVA and Hubits.100% of respondents in this age group said that they fully trust The Wom for purchasing advice in the beauty industry. The research showed that on average 3 products are purchased by each brand follower.

Daniela Cerrato, Digital Marketing Director of Mondadori Media, said: “It was exciting for us to celebrate, in this unique location, our milestones with the creators who have been following us forever and our special guests with whom we work in synergy. The extraordinary results obtained are the product of an editorial formula that places us on the same level of our audience, always listening to gather their instances and offer a point of view aligned with the values and orientations of this generation, promoting the invitation to express oneself without labels. And after the social and web election channels, where we aggregate our community, we are also going to extend our journey with events on the ground”.

The Wom is also an important reference point for brands, counting more than100 projects carried out in the past year with partner companies from the fashion and beauty sectors, as well as the travel, wellness and tech worlds. The content developed with partners is authentic and tailor-made storytelling, designed and created by the editorial team together with the creators of The Wom Squad and Power Talent Agency in collaboration with Mediamond/Brand On Solutions and able to balance the needs of brands with the expectations of users and actively engage the community.

Giallozafferano, the most followed food media brand in Italy, and ALMA –La Scuola Internazionale di Cucina Italiana (The International School of Italian Cuisine) for culinary higher education – cement their partnership with an important contest aimed at discovering new talents in the world of chefs, capable of communicating cuisine in innovative ways.

Yesterday, at the ALMA headquarters in the Reggia di Colorno (PR), the first edition of the “Diventa Food Creator” competition aimed at graduates and students of ALMA ended. The chefs who took part in the initiative challenged each other by making a video reel where they prepared one of their recipes, inspired by Italian tradition, and a picture of the dish, one that could promote it from a social media perspective.

Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTech said: “We are excited to support and promote young Italian culinary talent in partnership with ALMA. Giallozafferano brings together the best food creators in the Italian digital scene and is always looking for new talents who can integrate tradition and innovation, both in cooking and in the way they communicate it”.

From the many applications received, 10 finalists – who starred with their day’s dishes in ALMA – were selected for their ability to interpret contemporary cuisine in an original way and to engage the audience through the reels they made.

The finalists were evaluated by the jury, which was made up of representatives from ALMA and Giallozafferano, including renowned food creators Daniele Rossi and Lulù Gargari. The judges evaluated not only the culinary aspects of the recipes, but also the communication potential of the young chefs participating.

Jacopo Lanci and Elena Zeng were proclaimed joint winners of the first edition of “Diventa Food Creator”. Jacopo Lanci, a talented ALMA graduate, took first place with his dish “Filetto alla Rossini”, awarded for being able to create a great classic by presenting it with a modern twist. Meanwhile, Elena Zeng, another talented ALMA graduate, won first place thanks to her dish “Bao alla Norma”, and for her extraordinary ability in combining Asian influences and Italian tradition, pairing the two while also being entertaining.

The winners get the opportunity to collaborate with Giallozafferano to create a series of videos for the brand’s social media, with the chance of reaching the community’s audience that boasts more than 20,000,000 followers.

The General Manager of ALMA Andrea Sinigaglia said: “Thanks to the collaboration with Giallozafferano we offered our students the opportunity to participate in this challenge, where communicating the profession digitally is at the heart of the competition. ALMA explores new languages of communication without ever forgetting the professionalism that distinguishes every hospitality expert. We believe that, in an increasingly relevant and ever-expanding digital context, the content created by our school’s students can communicate technical skills and bring attention to subjects in contemporary language, while respecting the great tradition of Italian cuisine”.

Mypersonaltrainer Days, the event sponsored by the City of Milan dedicated to fitness, wellness and sports, organised by Mypersonaltrainer, a Mondadori Group brand leader in health and wellness, which was attended by over 10,000 visitors in only two days, has once again proven to be a great success.

A weekend with 500 free events, from the most innovative open-air workouts to talks to medical consultations, more than 50 guests and 20 partners, in an area of more than 1,500 square metres in the heart of Milan. 

The MYPT Urban Walk, the charity sports walk to benefit the Fondazione Italiana Diabete (Italian Diabetes Foundation) – with 1,500 registered participants – was met with praise, as well as the medical consultations done in collaboration with the Centro Diagnostico Italiano (Italian Diagnostic Center), which were sold out in only a few hours.

The local event has enabled the brand to strengthen and expand its offerings, where it already reaches 13 million unique users each month and over 3 million followers on social media.

On Saturday 16 and Sunday 17 September the stage of the Mypersonaltrainer Days at the Dazio di Levante of the Arco della Pace in Milan was used for talks with major personalities and athletes who talked about the importance of sport and physical exercise for a healthy, balanced life. Guests included former soccer player Claudio Marchisio and Mattia Zenzola, the dancer who won Amici 22, psychiatrist and psychotherapist Raffaele Morelli, volleyball champion Cristina Chirichella, Nicola Macchione, andrologist and urologist, author and coach Daniele Di Benedetti and Sara Farnetti, an internal medicine specialist.

All the workout classes at the foot of the Arco della Pace were packed, and the most popular were Wake Up Yoga classes with Yoga Essential, the Super Jump and Fluid Silent Fitness classes with Jill Cooper, and Train with a Smile by Nicolò Famiglietti (of Power Talent Agency). There was major turnout on the sports fields, especially for Pickleball, Acrovolley, and Freeclimbing. 

The results of the initiative

The great public success was combined with the excellent results that Mypersonaltrainer Days recorded on social media, with more than 10 million people reached on the Facebook and Instagram pages, thanks also to the involvement of top fitfluencers.

These numbers are the result of stories, posts, articles and interviews exclusively prepared by Mypersonaltrainer’s editorial, social and filming team being shared. It was a winning formula that contributed to yet another great result: a media impact of more than 40 million contacts, thanks to talking about the event on all of the brand’s touchpoints, an advertising campaign planned for the social networks, the website, press and radio, DOOH, plus spontaneous, high-impact media coverage.

The campaign, that aimed for participation, was very effective, thanks to strategic digital advertising carried out with conversational marketing by Hej! and proximity marketing by AdKaora.

Event partners  

Mypersonaltrainer Days is an event created by Mondadori Media in collaboration with Mediamond and Brand On Solutions, a unit dedicated to the special initiatives of the Mediamond retailer, thanks as well to the support of the 20 partners who championed the initiative. In terms of publicity, the event recorded 100 per cent growth from the 2022 edition.

The following businesses in the wellness, sports and lifestyle industry had the opportunity to meet the public in customised experiential corners to promote a new and broader concept of well-being and health: Zambon, DR Automobiles, Yovis Rigenera, Centro Diagnostico Italiano, Clearcorrect (Straumann Group), Curaprox, Danacol, Croazia con la regione del Quarnaro, Kellogg’s, Pedigree, Natù Rigoni di Asiago, Scholl, Bonomelli, Lete, MCFit and Yogaessential.

During Mypersonaltrainer Days the public was able to try their hand at test drives, exciting and fun games, and consulted with experts in behavioural disorders for companion animals, particularly dogs.

The Mondadori Group supported the initiative with talks by authors from its publishing houses and book signings in a dedicated corner of Mondadori Retail.

Initiative media partners: Radio R101 with speaker Chiara Tortorella.

The set-up and logistics were taken care of by the agency Area62.The Mypersonaltrainer Days project received the support of the City of Milan, which sponsored the event, participating in the opening moderated by Monica Bertini of Sport Mediaset with Emmanuel Conte, Counsellor of the Budget and Real estate Heritage, Rosanna Volpe, the President of the BoD of MilanoSport and Nicola Zeni, President of the Fondazione Italiana Diabete.

After the great success of the first edition – which saw the participation of over 5,000 visitors and the involvement of over 20 brand sponsors – the highly anticipated Mypersonaltrainer Days event returns with numerous free activities open to the public for all wellness, fitness and sport lovers.  The event will cover the whole Piazza Sempione on Saturday 16 and Sunday 17 September 2023.

“Mypersonaltrainer has been particularly successful in transitioning from the digital sphere to events in the country. To cement the development and growth of the project, this edition of Mypersonaltrainer Days will be even better and more engaging than last year, both in terms of activities, which are innovative and fun, and because of the much larger space that we’ll be using to host the event”, said Daniela Cerrato, Mondadori Media’s Digital Marketing Director. “We’ll engage our followers throughout the Piazza dell’Arco della Pace and in Sempione Park – city’s green heart – with activities and experiences. We’ll offer fit lovers many new workouts, bringing this weekend dedicated to comprehensive health and well-being to life”.

The initiative this year comes with a new name: Wellness Recharge. A real recharging hub for body and mind where you can experience four fundamental areas for well-being: Wellness and Health, with personalised medical consultations and dedicated conferences and talks with health professionals; Food and Nutrition, with free tips and advice; Fitness, with sports activities and encounters with great champions and players. In the fourth area, Happiness, the experience-based corners for those brands engaged in the search for well-being will be front and centre, where they’ll present innovations, products and services dedicated to a balanced and active life that will involve participants in activities and tests.

The events dedicated to fitness will see the participation of sports talents and fitfluencers to try sports like Animal Flow, Mobility or trendy activities that are increasingly becoming popular, like Silent Fitness. All this will take place in the splendid setting of Sempione Park: it’ll truly take over the famous square and the Dazio di Levante with innovative and engaging activities like Free Climbing, AcroVolley and Pickleball, a mixture of tennis, paddleball, badminton and ping pong. They’re amazing activities, which promise real fun for participants and spectators. The Mypersonaltrainer Urban Walk will take place also in this edition, which will be even more exciting and inclusive: a 5 km non-competitive walk where everyone can really participate, even pets.

Mypersonaltrainer will work together with Mediamond and its Brand On Solutions structure, dedicated to special initiatives, to propose original and engaging projects to the market and individual brands for all interested partners.

For the Mypersonaltrainer Days event, an advertising campaign was carried out in several forms of media: newspapers, notices on the DOOH circuit, radio, magazine and the digital side of the Mondadori Group. All the parts that will make up the event – from the teaser stage to the non-stop coverage in the two days, finishing with a follow-up dedicated to the most significant and exciting moments of the two days of events – were described in detail on Mypersonaltrainer’s different social media and web profiles, including its activities and the partners involved.
Media partners: Sport Mediaset and Radio R101.

Mypersonaltrainer is the leading brand in the world of health, wellness and healthy eating and sports, with 13.5 million unique monthly users (source: Audiweb April 2023) and over 3 million followers on social media platforms (source: Shareablee and Insight June 2023). With its rich production of content, made by the best experts in the field on the web and on social media, it has established itself as an essential key standard for professionals and for all Italians interested in taking care of themselves.

Studenti, the Mondadori Group’s standard-setting community for Gen Z at school has recorded some extraordinary numbers on the website, for the 2023 Italian high school diploma exams, with a total of 5 million sessions (source: Google Analytics), whilst on social media particularly on TikTok where the brand’s special videos for the exam recorded 13 million video views, up 300% compared to 2022 (source: Iconosquare).

This success has been achieved thanks to important new products: the Studenti.it website has been refreshed with a new logo and a new look  alongside a host of improvements to more efficiently use the huge amount of resources available online from social media and mobile devices. School leavers could access the thousands of resources available and more easily combine the content with searches for more detailed information, summaries, concept maps and even podcasts, available on all of the major audio platforms (Spotify, Apple Podcasts, Google Podcasts, Spreaker) and video lessons on the StudentiTV channel on YouTube.

In addition, according to tradition, news about the exam was covered in real time during the days on which the first two written tests were held (June 21-22) through a real live broadcast.

EDUTAINMENT PROTAGONIST ON SOCIALS

For the 2023 Italian high school diploma exams, Studenti played a key role on Gen Z’s favourite social networks: TikTok, for last-minute tips and revision, and Telegram, with a dedicated channel “Maturità 2023” (High school diploma exams 2023) designed to provide real-time support. Studenti has remained true to its purpose of providing support for study, focusing the TikTok channel videos on Edutainment, highlighting its leadership role with the hashtag #imparacontiktok and using fresh, easy-to-understand language.

Resources on TikTok focused on the most interesting topics for the school leavers’ exam and revision. A host of themed videos were produced in collaboration with edu-creators who are already linked to the brand, such as the communicator @scienzaedintorni, ambassador @emanuele_bosi, study coach @letismind, English teacher @antonioparlati and some new entries such as @scescience, the Physics student who engages girls in STEM subjects and @emmalaprofditaliano who shares rules and curiosities about Italian language. The young creators from Studenti want their videos and messages to be genuinely helpful and to be role models and reference points for teenagers too.

COLLABORATION WITH McDONALD’S

For the 2023 high school diploma exams, Studenti entered into a prestigious partnership with McDonald’s, which chose the special project “Road to the exams, good luck to all high school leavers” from the branded content solutions put forward. As the school exams coincided with the launch of #Summerdays from McDonald’s – from 5 to 30 June, with a special offer daily on the app – 5 creators from Studenti designed and produced TikTok videos with useful tips for the final days of exam preparation: “Three tips for the Italian exam”, “The importance of taking a break from studying”, “Avoid these mistakes when preparing for the high school diploma exams”, “The 3 most incredible mistakes in the history of the Italian high school final exam”, and “How to revise when time is tight”. At the end of each video, the creators provided followers with one more piece of advice: relax with a break at McDonald’s, enjoying the app offer of the day. The project was developed in cooperation with Fuse, the specialist branded entertainment unit of the OMG Group.

BACK-TO-SCHOOL TIME

Studenti’s  commitment to supporting its young users and followers does not end with the Italian high school diploma exams but continues throughout the summer with news on the new procedures for the medicine test, post-diploma guidance, and content to help cope with holiday homework.

Branded Content proposals also continue: for  Back To School Studenti, in collaboration with Brand On, a project division of Mediamond, offers innovative and high-engagement partnership formats for the market, with a focus on good intentions for the return to school to engage students, families and professors with issues that also play an increasingly important role as school. These issues will be examined and explained by Studentithrough online surveys, articles, in-depth videos, and with the involvement of edu-creators on TikTok. They will target partners interested in aligning with values that are increasingly at the forefront of GenZ’s priorities such as inclusion, environmental sustainability, mental health, and rapid access to the world of work.

The Wom, Mondadori Media’s 100% inclusive digital brand that speaks to young millennials and Generation Z, has won the Diversity Media Awards 2023 for the “Best Web Article”.

The eighth edition of the “Inclusion Oscars”, organised by the non-profit “Fondazione Diversity”, awarded the characters and media content that have contributed to an inclusive representation that highlights people by gender and gender identity, sexual and affective orientation, ethnicity, age, disability and physical appearance.

These are issues close to the heart of The Wom’s mission, which has become a touchstone for the younger generation on the Internet and on social media for the ability to combat prejudices and stereotypes with levity and empathy and highlight the uniqueness of every individual.

The Wom has set itself apart in the “Best Web Article” category – as part of the media awards – because of “‘No Data’: the investigation denouncing the lack of data on Italian Law 194”, written by contributor Francesca Polizzi.

“We are proud to receive this award: it’s an important recognition for the work done by The Wom team, just over a year after its debut on social media and the Internet. We make a daily commitment that comes from the need to make room for issues like equal rights, diversity and inclusion”, said Daniela Cerrato, Digital Marketing Director at Mondadori Media. “Our first mission is to raise awareness and we do it using a language that goes beyond any label, to get closer and closer to what our future represents, namely the new generations”, concluded Cerrato.  

That value, promoting an inclusive culture, is at the heart of the entire Mondadori Group’s commitment.

“As Mondadori Group we’re particularly proud of this major achievement from The Wom. It’s a privilege and a continuous source of enthusiasm for all of us to be able to contribute to the creation of a more inclusive, attentive and future-oriented society and world of work”, said Francesca Rigolio, Chief Diversity Officer of the Mondadori Group and Head of Human Resources in the Books Department.

The Wom is the new all-digital, social first media brand dedicated to Millenials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the touchstone for the younger generation on TikTok and Instagram, with a total fanbase of 5 million followers (Shareablee + social insights May 2023) and 9 million unique users on the Internet (Audiweb April 2023)

Giallozafferano, the most followed food media brand in Italy, is delighted to announce its participation, as a Universal Marketing media partner, to the Summer Fancy Food Show, the prestigious fair held in New York from 25 to 27 June, 2023.
Now in its sixty-seventh edition, the event is an important opportunity to explore new culinary trends, create relationships with commercial partners and launch new products and brands in the food sector.

Giallozafferano‘s participation to this fair was made possible thanks to the agreement drawn up with Universal Marketing, organiser of the Italian Pavilion with well over 300 exhibiting businesses of the food&beverage industry and partner of Italian companies at the most renowned exhibitions worldwide. Such strategic relationship allows Giallozafferano to better present its offer to an international public: six social profiles, 36 million followers and a website specifically designed for Italian cuisine lovers from around the globe.

Giallozafferano will bring its traditional and creative cooking expertise to the Summer Fancy Food Show while organising live cooking shows and exciting events especially thought-out for this exhibition and the food world. At the Javits Centre of New York, in the Fair’s Italian Pavilion, some of the most popular food creators of Zenzero, Mondadori Media’s talent agency dedicated to the best Italian food creators, will enliven the cooking shows: Cooker Girl, the one with the red apron who plans on acquiring valuable experience in the kitchens of renowned international restaurants this summer; Chef Daniele Rossi, with 4 million followers, will create exceptional dishes using the products of some of the over 300 Italian exhibitors; Mattiastable, one of the most popular emerging talents of the US, will share his amazing ability to tell culinary stories bound to inspire the fair’s public.

“New York’s Summer Fancy Food Show is a significant venue of the food industry and we are proud to participate at this great culinary exposition with Giallozafferano and Zenzero,” stated Andrea Santagata, Mondadori Media CEO of the digital area and MarTech. “This fair is an extraordinary opportunity to encounter Italian brands and businesses set on attracting an international public and sharing our passion for food by entertaining the Fair’s visitors and social media followers with the recipes of our creators. We are grateful to Universal Marketing for its support and for making our participation at this important global showcase possible, as we intend to use this opportunity to launch new food-based ideas and formats through digital and social media channels,” concluded Santagata.

“This partnership with Giallozafferano confirms the increasingly growing importance and strategic role of the international Summer Fancy Food fair for the Italian agri-food sector, especially in the United States of America. We received an amazing amount of participation requests, reaching a fully sold out quota, and can’t wait to admire, together with New York’s great public, Giallozafferano and Zenzero,” stated Donato Cinelli, Chairman of Universal Marketing.

All food lovers and operators of the industry can follow Giallozafferano and Zenzero’s food creators on the social channels to discover the latest trends, opportunities and Italian products planned for the Summer Fancy Food Show.

For more information www.giallozafferano.it

This June, our brands take part in the festivities of Pride month, a time of the year dedicated to celebrating the diversity, inclusion and rights of the LGBTQIA+ communities.

Pride month is an occasion to foster values such as respect, equality and tolerance towards each individual, regardless of their gender, identity or sexual preferences.

For pride month, we recommend a series of publications on LGBTQIA+ topics published by our publishing houses. We believe in the power of books as a tool used to convey inclusiveness through stories speaking of all shades of love.

Mondadori and Star Comics created a special Pride month page on their respective websites to demonstrate their commitment towards inclusion and diversity. In fact, the same will contain various book suggestions for its readers. And there’s something for everyone: from comics to novels or autobiographies to memoirs.

Thanks to this initiative, people can access a vast range of editorial offers depicting heartfelt and open-minded stories full of brave characters.

Our publishing houses also suggest other reading suggestions:

The Wom also created a special section on its website. The Wom in fact addresses its community through such area by sharing content developed to give space to the LGBTQIA+ communities and clarify the most controversial issues to spread awareness and inclusion.

 

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The partnership between McDonald’s and Giallozafferano, Italians’ preferred food media brand, is increasingly strengthened with 33 million sandwiches sold and is renewed with the 5th edition of Chicken Creations to present two tasty novelties inspired by the original McChicken, which will be available in all 670 restaurants from June 14 to August 29.

The two new recipes are based on quality Italian ingredients that are harmoniously added to the fully Italian chicken breast supplied by Amadori and Bimbo’s Italian-made bread. The McChicken Mediterraneo combines mozzarella and tomatoes with the strong taste of an olive and Italian caper sauce. The McChicken Pesto Rosso, available both in the sandwhich and wrap version, instead associates the delicate flavour of chicken with crispy bacon and a dried cherry tomatoes sauce made with Grana Padana DOP.

The Chicken Creations further strengthen the commitment of McDonald’s towards the Italian agri-food chain, from which the company purchases over 140 thousand tons of raw materials each year, for an investment of 370 million euros. Such data confirms the strong bond with this sector and further emphasises the continuous development of Made in Italy products. In fact, today, 85% of McDonald’s suppliers are Italian companies and, thanks to the partnership with the Qualivita Foundation, 20 partnerships have been signed with the Protection Consortia.

The Chicken Creations were jointly achieved by the chefs of McDonald’s and Giallozafferano, who once again worked on two recipes in the name of Italian excellence to bring a new tasting experience to customers’ trays.

“We are happy to celebrate the 5th anniversary of this partnership with Giallozafferano today. Such partnership allows to continue on offering new and original recipes to our customers and to demonstrate our strong bond with the Italian territory and its delicacies. For some time now, we decided to pursue a Made in Italy path and thus invested in the country’s agri-food sector to ensure that top Italian products can reach an ever greater public. Thanks to the precious 15-year partnership with the Qualivita Foundation, we signed numerous partnerships with the Protection Consortia. Among these, the one achieved with the Grana Padano DOP Consortium is the 20th, to which, according to the recent announcement of the agreement stipulated, the Pomodoro di Pachino IGP Consortium will be added,” stated Dario Baroni, CEO of McDonald’s Italia. “We are certain these new recipes will be very successful among our customers, who have always recognised chicken as one of their favourite ingredients.”

“In the fifth anniversary of partnership between Giallozafferano and McDonald’s, we can confirm that our project yielded excellent results,” stated Andrea Santagata, CEO of Mondadori Media. “Innovation, which has always been part of our brand’s DNA and of that of McDonald’s, the Made in Italy concept and this complementary target were at the basis of the partnership’s success. But the ability to create new languages and use the creators, or new media, were also an essential part of the conversion process: a high-value engagement which resulted in over 33 million sandwiches sold,” concluded Santagata.

The new Chicken Creations project involved some of Giallozafferano’s most popular top creators, from Daniele Rossi to Andriana Kulchytska, from Rafael Nistor to Foodqood, from Luisa Orizio to Sebastian Itarau and Eva’s Food Addiction. Each of them, through their own style and communicative tone, will create a series of exclusive contents on the social profiles of the most popular Italian food brand to entice its 60 million followers and 18 million unique monthly users.

The new recipes were presented today at a special event, organised at the McDonald’s restaurant of Milan, in Passaggio Duomo, and hosted by Willwoosh and the youtuber Guglielmo Scilla, together with the exclusive participation of the songwriter and record producer, Mr Rain.

The 2023 Chicken Creations campaign and visibility plans were developed together with Brand On Solutions, Mediamond’s project department, coordinated by OMD and in partnership with Leo Burnett, and promoted on all Giallozafferano’s digital channels, from their website to all their social profiles – Facebook, Instagram, TikTok and YouTube – and up to the App consisting of specific push notifications for McDonald’s drive-to-store and drive Apps.