2025

GialloZafferano, the most popular in Italy and one of the world’s most beloved food media brand, opens CasaGiallo, its first house of production in the United States, designed to talk about the Italian way of understanding and experiencing cuisine across the ocean.

Located in Brooklyn, with a view of the three famous bridges of New York – the Williamsburg, Manhattan, and Brooklyn – CasaGiallo is a new creative space for developing content dedicated to contemporary Italian cuisine.  Furnished with characteristic articles of Italian design, CasaGiallo not only overlooks the city’s bridges but also becomes a bridge between Italian cuisine and the American public.

An evolution of the space presented in 2024, the new content studio will form the heart of production for GialloZafferano aimed at the US market. CasaGiallo aims to produce the best cooking content for visual quality and social language, respecting Italian tradition and building open, long-lasting cultural exchange. The studio will host chefs, creators, and branded content projects, offering companies an integrated digital (web and social) and physical multipurpose hub, in an ideal location for unique, innovative experiences.

‘With CasaGiallo, we bring our vision of Italian cuisine to the creative heart of New York,’ says Andrea Santagata, CEO of Mondadori Media Digital Area. ‘It is not just a simple production studio but a dynamic place for talent, cultures, and brands to connect. With CasaGiallo, we offer companies promoting the Italian culinary tradition in America an effective way to tell their story through innovative content that can speak to the American public using authentic, up-to-date language.’

With 72 million followers globally, GialloZafferano strengthens its presence in the American market, initiating a new phase of internationalisation.

CasaGiallo was inaugurated in the presence of the Italian Trade Agency, with an exclusive moment created with the Italian-American creator Bilena Settepani, owner of the historical Settepani Bakery in Brooklyn, and Aurora Cavallo @Cooker Girl, the brand’s ambassador.

GIALLOZAFFERANO, OFFICIAL MEDIA PARTNER OF THE ITALY PAVILION AT THE SUMMER FANCY FOOD SHOW

One of GialloZafferano’s most successful initiatives in the United States is its media partnership with the Italy Pavilion at the Summer Fancy Food Show in New York (29 June – 1 July), the most important food and beverage fair in America. This the third consecutive year for the partnership, which relies on an exclusive collaboration with Universal Marketing, the only Italian agent for the Specialty Food Association and organiser of the Italy Pavilion, which brought 340 companies to New York under the concept ‘Italy, the Art of Taste’.
During the Summer Fancy Food Show, GialloZafferano was accompanied by Italian and Italian-American talent from Zenzero, the vertical talent agency by Mondadori Media in the world of food. Guests included Cooker Girl, Cook with Fez, Daniele Rossi, Bilena Settepani, Rosy Chin, Flavors by Alessandra, Lulù Gargari, Silvia Barban, and Marco Chef.

On the eve of the event, the creators participated in a photo session in Times Square and, during the four days of the fair, enlivened the Italy Pavilion with 20 live showcookings and over 50 original content items shared on GialloZafferano Loves Italy, the social media profile dedicated to an international audience.

ACTIVITIES WITH BRAND PARTNERS

Following the success of the last edition, the collaboration between GialloZafferano and Grana Padano was renewed for the 2025 edition of the Summer Fancy Food Show. In fact, GialloZafferano was present at the Consortium’s stand with two showcookings a day, hosted by well-known faces from the digital kitchen. For the second consecutive year, GialloZafferano was also a partner of the exclusive annual event organised by Grana Padano on 30 June at Bar 65 (Rockefeller Center). Here, creators Cooker Girl and Marco Chef brought the tradition of Italian cuisine to the table, reinterpreting it in a contemporary language.

There was also a great following for this year’s #NotSoFancy Party, the after-party created by GialloZafferano. The event, held in collaboration with Ferrarelle – which has just begun its expansion into the United States and considers this initiative an important milestone in building its reputation overseas – served as a unique opportunity to foster synergy and connections among Italian food brands, celebrate innovation and excellence in Italian cuisine, and further enhance the experience of the Fancy Food Show. The evening took place in the elegant restaurant Travelers, Poets and Friends, with a food and beverage menu epitomising Italian excellence. Key stars of the event included food creators from Zenzero Talent Agency alongside chefs and guests from the food world, as well as influencers, critics, and opinion leaders in the sector. The event was organised in partnership with the Italian Trade Agency, Urbani Tartufi, and Di Marco as technical sponsor.

For this edition as well, several Italian companies in the agrifood sector partnered with GialloZafferano at the Summer Fancy Food Show in NY to develop initiatives – showcooking in particular – and special content with related amplification on social media involving creators and chefs from Zenzero. These included Granarolo, Rega, and Urbani Tartufi in collaboration with Universal Marketing – Regione Campania, Regione Lazio, and Russo Food.

The activities were developed by Mondadori Media in collaboration with the Mediamond agency and the BrandOn Solutions team, which is responsible for special initiatives.

GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 22 million people every month (Comscore Social Incremental Reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: internal analysis of Shareablee-Comscore data and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

Zenzero is the talent agency exclusively for the best food creators in Italian digital media. Founded at the end of 2022 through a collaboration between GialloZafferano, One Shot Agency, and six of the top food creators in Italian digital media, it reaches 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. Its goal is to establish effective communication pathways that respond to brand’s growing need to tap into the passions, values, and new language of Generation Z.

Pharmacies are being transformed. They are no longer just points of sale but actual strategic touchpoints capable of connecting brands and consumers when decisions really count. This was the guiding vision of AdKaora, Mondadori Group’s MarTech agency, when it designed the new campaign developed in collaboration with WPP Media for the launch of the HYALU-FILLER skincare line by Laboratoires Filorga Cosmetiques Italia.

An Ecosystem Combining Digital and Physical Content, Branding and Performance

The new HYALU-FILLER line, inspired by the Skin Booster and Filler treatments, represents an important step for Filorga in the world of pharmacies, which are currently a priority channel. To enhance the products, the brand built an integrated communication ecosystem together with AdKaora to accompany users at every stage of their journey, from product discovery to purchase, through direct in-store interaction.

Media Mix Focused on Pharmacies

The core of the communication strategy was the new in-store retail media channel. The touchpoints activated in the campaign included the Addendo Pharma digital network by Haiku Technologies, AdKaora’s partner in the pharma & beauty sector. Participating pharmacies throughout the country were equipped with indoor digital screens to deliver video advertising, turning points of sale into real media centres.

As a second step, the AdBox™ technology – also developed by Haiku and integrated into pharmacy registers – collected real-time data on user behaviour. With this IoT system, concrete, timely insights are obtained to accurately measure the impact of campaigns on sales, optimising ROI (return on investment) and enhancing the effectiveness of the entire communication ecosystem, as well as providing timely, granular information on sell-out at individual pharmacies.

Proximity Marketing to Trigger Action

The strategy did not stop with the pharmacies. AdKaora also activated a proximity marketing component – its historical strength – to intercept users on the move. With geolocalised, engaging and highly relevant mobile formats, it was possible to stimulate interest and guide users smoothly and naturally to points of sale.

To make the experience even more immediate, a call to action was integrated to activate Find&Go Now! The interactive map, created using AdKaora’s proprietary technology, shows the nearest pharmacies with active screens in real time, presenting the shortest route to get there. A direct bridge between banner and shelf.

Results: Awareness, Action and Concrete Performance

The campaign managed to combine visual impact and activation across the area, recording excellent performance throughout the funnel. The Display format achieved a CTR (click-through rate) of 2.1%, indicating strong interest and involvement by the target audience, while the pharmacy videos ensured a constant and memorable presence at a key moment in the decision to purchase.

However, sell-out is where the strategy expressed its full potential. Weekly sales in Addendo circuit pharmacies that were analysed increased by more than six times the annual average. This increase leaves no room for doubt about the effectiveness of retail media in the pharma sector in generating tangible results, turning engagement into real conversion.

A New Approach to Pharma Retail Media

The campaign deployed a well-orchestrated mix of technology, media and data, both online and offline, with a single objective: enhancing the pharmacy channel as a space for interaction, advice and conversion. Today, using solutions such as those by AdKaora, this aspect can become an active part of a brand’s media strategy.

‘For Filorga, the pharmacy channel is much more than a point of sale. It is a place of trust and advice, developing genuine relationships with consumers. Presiding over this strategic touchpoint with innovative and measurable communication solutions is crucial for enhancing the value of our skincare products, especially in a setting where choices are made at a decisive moment. With the support of AdKaora, we have transformed our pharmacy presence into an omnichannel experience that combines awareness and conversion, confirming our commitment to supporting people along their beauty and wellness journey,’ says Irene Picazio, Marketing Director at Laboratoires Filorga.

‘Retail media in the pharma channel can no longer remain in the shop window. It must become a tool for interaction, activation and measurement. With our full-funnel approach, we take brands exactly where it counts: to customers at the moment they are deciding what to buy. Using a hybrid ecosystem combining pharmacy screens, geolocalised mobile advertising and drive-to-store technology, AdKaora is now able to turn advertising into concrete action, and pharmacies into true physical media touchpoints. With the ability to measure real insights and sales uplift, we guarantee brands not only visibility, but also performance. We would like to thank Filorga for their trust, given the sales results, and for sharing this strategy with us,’ says Davide Tran, MarTech Director of Mondadori Media.

For the third year running, TV Sorrisi e Canzoni, a reference in the entertainment world, brings the most popular music of the summer to the public through its exclusive partnership with Cornetto Battiti Live.

THE GLASSBOX BY SORRISI

During the much-loved music event, which took place from 18 to 22 June in the city of Molfetta in Apulia, the famous glassbox by Sorrisi — located within Casa Battiti, a real music resort with a modern and Mediterranean design backstage at the festival — became a set for numerous exclusive events.

In its ‘portable newsroom’, Sorrisi led exclusive interviews, new digital formats and surprise meetings with the artists before and after their on-stage performances. Participants included Alessandra Amoroso, Carl Brave, Clara, Gaia, Gigi D’Alessio, Rkomi and Sarah Toscano and the new faces of Amici 2025, including Trigno, Antonia and Luke3.

During the music event, Sorrisi also launched new social media formats, including ‘Albero Genealogico’, a game with a magnetic board based on constructing an atypical family of artists, ‘Ma com’è che fa?’, a challenge that tests artists to see how much they know about the hits, and ‘La tavola da Disegno’, to see how well some singers and musicians draw.

Finally, the Mondadori Media brand told its social community about the artists’ performances on the stage at Cornetto Battiti Live: from Alessandra Amoroso to Serena Brancale, from Fedez and Clara to Anna and many more.

THE FESTIVAL DURING PRIME TIME

Sorrisi will also accompany the magic of Cornetto Battiti Live on television. Starting on 7 July, every Monday during prime time on Canale 5 and aired again on La 5 and Mediaset Extra, Nicolò De Devitiis will connect from the Sorrisi glassbox to recount funny stories and present exclusive photos of singers in the competition.

TV Sorrisi e Canzoni is the reference for TV and entertainment lovers, reaching 2.6 million readers every month (source: Audipress 2025/I), 4.1 million website users (source: Audiweb April 25) and 1.15 million fans (source: social insights IG, FB, TikTok, X, YouTube) due to a multichannel system ranging from the magazine to the website and social media, up to events and related products.

Schools cannot ignore the various forms of fragility affecting adolescents’ lives: from illness to emotional isolation, eating disorders and a pervasive sense of disorientation. With this aim in mind, the first series of free webinars ‘Training for life – turning fragility into opportunity’ was created by the Bullone Foundation and Deascuola with the support of the Guido Venosta Foundation, which has also been involved in health promotion and education for many years.

The first edition consisted of four webinars aimed at 6,200 secondary school teachers and involving 2,500 students. These webinars offered those who are in close contact with boys and girls every day a series of concrete tools: a training course with targeted content, testimonials and good practices in response to the growing need for listening, understanding and orientation in schools.

The experience of the Bullone Foundation, which works with young people who have experienced serious illnesses, offered an authentic insight into the possibility of transforming fragility into awareness, growth and value. This is an approach that the Guido Venosta Foundation has chosen to support, recognising the strategic role of schools in preventing forms of profound distress.
This support also stems from a shared sensitivity: Giuseppe Caprotti, president of the Guido Venosta Foundation and one of the founders of the Bullone Foundation, has repeatedly emphasised the importance of building alliances between education, health and culture to address the new needs of young people in a systemic and profound way.

With the aim of strengthening this link, the project also provided teachers with authoritative references and useful tools to deal with complex situations, not only in emergencies, but in everyday educational relationships.

Due to the positive feedback from the first edition of ‘Training for Life’, a new webinar series is already planned for 2026, with the aim of involving even more schools and further developing the dialogue between adults and adolescents.

THE EXPERTS
This year, the webinars – distributed through the Deascuola network, one of the leading school publishing companies in Italy – involved recognised experts in the psychological, educational and clinical fields:

• Alessia Lanzi, a psychologist and president of the Minotauro cooperative, which has been a point of reference for adolescents for new forms of fragility for thirty years;
• Ettore Corradi and Marcella Tajani, respectively director and psychiatrist of the Struttura Complessa di Dietetica e Nutrizione Clinica of the ASST Grande Ospedale Metropolitano Niguarda, a national centre for eating disorders;
• Paola Missana, General Director of the Galdus vocational school in Milan, which offers educational paths tailored to the emerging needs of young people.

THE WEBINAR SERIES
The following topics were covered in the training sessions of the first edition of the webinar (available to teachers on the website: https://formazione.deascuola.it/allenarsi-alla-vita/):

• Staying well in today’s world, turning difficulties and fragility into opportunities: a meeting for teachers to accompany boys and girls to recognise and overcome difficulties, discover themselves, understand their limits and resources, and train themselves for life and future challenges.
• Recognising fragility and supporting it: experts in dialogue on psychological fragility, dropping out of school, social withdrawal, digital addiction, and behavioural disorders
• Seeing, touching and transforming scars: a meeting for teachers to develop hard and soft skills through the methodologies and activities pioneered by the Bullone Foundation, which can be tested in and out of the classroom, in line with the new guidelines on teaching Civic Education.

At the end of the course, a meeting dedicated to students included the testimony of two young people who, through their work with the Bullone Foundation, recounted how their experience of illness marked a positive turning point in their lives. This powerful message spoke directly to their peers, highlighting the transformative potential of fragility.

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Guido Venosta Foundation
The Guido Venosta Foundation intends, by honouring the memory of Guido Venosta and changing his experiences, to promote and contribute to educating the public on the highest cultural ideals and solidarity. Founded on 27 June 2000, it is now chaired by Giuseppe Caprotti, Guido Venosta’s grandson and a supporter of the Bullone Foundation since its inception. Guido Venosta was one of the architects of the AIRC (Italian Association for Cancer Research), which he ran from 1966 to 1996. The Foundation operates according to four guidelines: protection of health and the environment, promotion of culture, and solidarity. www.fondazioneguidovenosta.org

Bullone Foundation
The Bullone Foundation is a third sector organisation founded by Milan-based entrepreneur and philanthropist Bill Niada in 2012. The mission is to accompany adolescents and young adults with serious illness experiences in rediscovering their identity beyond their illness, building together paths of reintegration into social and professional life. The intention is to bring about a paradigm shift to build a world in which illness is not an insurmountable obstacle, but an experience that can be welcomed, faced, shared and transformed. www.bullone.org
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D Scuola
D Scuola is one of the leading educational publishing houses in Italy. The company, which has been part of the Mondadori Group since December 2021, operates in the market through various brands, including Deascuola with production aimed at institutions of all levels. It publishes texts, manuals, guides, supplementary digital content, eBooks and applications for study and teaching from primary school to university. Since 2013, D Scuola has been a training provider accredited by MIUR, organising training courses for schools and teachers. Its mission is to contribute, together with teachers and families, to educating young people and thus to building the society of the future. This is a delicate task that is carried out every day with dedication, involving a high level of expertise and a sense of civic responsibility.

Mondadori Store, the largest network of bookshops in Italy, is bringing a new venue dedicated to books and entertainment to Gorizia, European Capital of Culture 2025 together with Nova Gorica.

The Mondadori Bookstore will be inaugurated on Saturday 21 June and will open where Libreria Editrice Goriziana, a historic cultural landmark in Corso Giuseppe Verdi, used to be.

“Thanks to the affiliation with Mondadori Store, the bookshop – specialised in local history – is also embracing a more international approach, meeting the needs of tourists from Europe visiting the city, this year as European Capital of Culture,” comments Adriano Ossola, the bookseller with more than 40 years of experience who runs the Gorizia shop, owned by Maurizio Caimi.

The new Mondadori Bookstore in Gorizia covers an area of 170 square metres with a catalogue of more than 15,000 titles, ranging from the great classics to best sellers, including fiction and non-fiction, both local and international. Special attention is paid to younger readers with the We are Junior format, which includes picture books to stimulate their imagination with the most intriguing stories, and the Just Comics department dedicated to manga and comics. The bookstore also offers dedicated #BookTok areas for the new generation of readers, as well as stationery, toys, gadgets and gift cards.

The Mondadori Bookstore in Gorizia also serves readers online: customers will be able to get in touch with the bookstore through the  Mondadoristore.it digital services to check a book’s availability, order it, pick it up in store or have it sent to their home, choosing from a catalogue of over 1 million titles. The bookstore also offers telephone ordering services to all customers.

The new Mondadori Bookstore is part of the ongoing renewal and development plan launched by Mondadori Store, the most extensive network of bookstores in Italy, with more than 500 sales outlets distributed across cities and towns. This cultural stronghold is active throughout the country, online with the Mondadoristore.it e-commerce site and book club formula, with an offer that combines books — which are always the focus — with entertainment experiences, events and multi-channel services, reaching more than 20 million customers every year.

MONDADORI BOOKSTORE
Corso Giuseppe Verdi 67 – 34170 Gorizia (GO)
Opening hours: Mon – Sat 9 am – 1 pm 3.30 pm – 7.30 pm Sun 10.30 am – 12.30 pm 3.30 pm – 7.00 pm
Tel:  0481-33776
E-mail: libreriamondadorigorizia@gmail.com

Mondadori Store, the largest network of bookshops in Italy, is opening a new location in Pietra Ligure (SV) dedicated to books and entertainment.

The windows of the Mondadori Bookstore in Pietra Ligure, which will be inaugurated on Thursday 19 June, are located in Piazza San Nicolò di Bari, in the heart of the town’s historic centre. The first goal of the new bookshop will be to immediately become a point of reference for all readersby offering the public events and collaborations for younger readers too.

“In 2000 I embraced the Mondadori Store project, which I am still running today with almost thirty booksellers who were enthusiastic from the first day. Although this is my ninth bookshop, I am still very excited,” explained Stefano Adami, a Mondadori Store franchisee. “We want to create a space with plenty to offer that is also a meeting place, a place for small and large cultural events and many appointments for children,” concluded Adami, who is a franchisee of the Mondadori Bookstores in Pietra Ligure, Cogoleto, Genoa, Loano, Sestri Levante and Varazze in Liguria, Crema in Lombardy, Acqui Terme in Piedmont, and Trento in Trentino-Alto Adige.

The new Mondadori Bookstore – which will be open daily all summer from 9 am to 11.30 pm – covers an area of 100 square metres with a catalogue of more than 11,000 titles, ranging from great classics to bestsellers, including fiction, non-fiction and international books. Special attention is paid to younger readers with the We are Junior format, which includes educational games and picture books to stimulate their imagination with the most intriguing stories, and the Just Comics department dedicated to manga and comics. The bookshop also offers dedicated#BookTok areas for the new generation of readers, as well as stationery, toys, gadgets and gift cards.

The Mondadori Bookstore in Pietra Ligure also serves readers online: customers can be updated via the Instagram and Facebook pages. They will also be able to get in touch with the bookstore through the Mondadoristore.it digital services to check a book’s availability, order it, pick it up in store or have it sent to their home, choosing from a catalogue of over 1 million titles. The bookstore also offers telephone ordering services to all customers.

The new Mondadori Bookstore is part of the ongoing renewal and development plan launched by Mondadori Store, the most extensive network of bookstores in Italy, with more than 500 sales outlets distributed across cities and towns. This cultural stronghold is active throughout the country, online with the Mondadoristore.it e-commerce site and book club formula, with an offer that combines books — which are always the focus — with entertainment experiences, events and multi-channel services, reaching more than 20 million customers every year.

MONDADORI BOOKSTORE
Via Matteotti 9
Opening hours: Mon – Sat 9 am – 1 pm 3 pm – 7.30 pm Sun 10 am – 1 pm 3 pm – 7.30 pm
Tel: 019 9480324
E-mail: mondadoripietraligure@gmail.com
IG – FB

Mondadori Store, the largest network of bookshops in Italy, offers all reading lovers the opportunity to give their books a new lease of life thanks to an exclusive partnership with the start-up Zeercle, one of the leading providers of book buy-back services in Europe.

Starting today, in the more than 300 Mondadori Bookstores participating in the service, it will be possible to exchange your used books – from fiction to non-fiction, children’s books and great classics – for a gift card corresponding to the value given to the book, which can be used in Mondadori Store bookstores and on the Mondadoristore.it

“Thanks to the partnership with Zeercle, our network of bookshops is opening up for the first time to the used book market, a fast-growing sector in which we are bringing, exclusively for Italy, an innovative business model that promotes the circular economy,” stressed Francesco Riganti, Marketing Director at Mondadori Retail. “The service – which is consistent with Mondadori Store’s mission to spread culture and entertainment to an increasingly wide audience – has omnichannel as its cornerstone: the experience starts in people’s homes with their own used books and continues with digital, which accompanies readers into our bookshops,” Riganti concludes.

“For our launch in Italy, it seemed natural for us to collaborate with a leading chain like Mondadori Store. It is an extraordinary opportunity to have access to a network of bookshops covering the entire country. We are very confident that we will experience the same success that we have already achieved in Germany, France and Austria,” commented Eric Gagnaire, founder and CEO of Zeercle.

With this initiative, Mondadori Store is further expanding the services available to its customers and once again emphasising its desire to support readers by responding to their needs in a concrete and innovative way. This commitment translates into broadening the shopping experience and building an ecosystem of accessible and integrated services.

The service that Mondadori Store offers in partnership with Zeercle is very simple: anyone wishing to sell their used books – excluding school books – can enter the dedicated website and scan the book’s barcode, or enter its ISBN code, to immediately evaluate the title.
Once you have created your shopping cart, simply take your books to one of the Mondadori Bookstores participating in Zeercle’s service, give the code to the bookstore staff who, after checking the status of the volumes, will provide the customer with a gift card that can be spent in participating Mondadori bookstores (here is the list of Mondadori Bookstores participating in the service).

Mondadori Store is the largest network of bookstores in Italy, with more than 500 stores spread from large cities to smaller centres. A cultural stronghold active throughout the country, online with the Mondadoristore.it e-commerce site and the book club formula, through an offering that combines books – always at the centre of the offer – with entertainment experiences, events and multi-channel services, reaching more than 20 million customers every year.

Zeercle is an innovative circular economy service dedicated to books. Through a simple, digital platform, Zeercle allows readers to sell their used books directly in partner bookshops, immediately receiving a voucher to use on the spot. The service, which is already successfully operating in Germany, France and Austria, aims to restore value to books, support physical bookshops and promote more sustainable consumption. Zeercle cooperates with large chains and independent bookshops to build a European second-hand book network.

Building on the success of previous editions, McDonald’s is once again offering new McChicken Creations, recipes created in collaboration with GialloZafferano, Italy’s favourite food media brand, and inspired by the original McChicken sandwich. It will be available in the more than 760 McDonald’s restaurants from today to 19 August.
The successful partnership between McDonald’s and GialloZafferano is now in its seventh year, with more than 55 million sandwiches sold.

This year’s new McChicken Creation recipes, using 100% Italian chicken breast, are topped with three PDO and PGI ingredients: Provolone Valpadana PDO, which returns to McDonald’s menus, Cappero (capers) delle Isole Eolie PDO and Peperoni (bell pepper) di Senise PGI, which appear for the first time as an extra touch in the mayonnaise and sauce on the new sandwiches. The Peperone combines bacon, crispy onions and a flavourful, fragrant sauce made using Italian Peperoni di Senise IGP. In contrast, the Provolone consists of crispy bacon, the authentic and enchanting Provolone Valpadana DOP and a special mayonnaise with the intense, unmistakable flavour of Cappero delle Isole Eolie DOP.

McChicken Creations demonstrate a commitment to making the quality and authenticity of Italian ingredients accessible to everyone, enhancing the recipes with treasures from our land. With this goal in mind, the relationship with the protection consortia, which began in 2008 with the invaluable support of Fondazione Qualivita, has grown stronger over the years. This interaction has led to the introduction of 24 PDO and PGI ingredients on McDonald’s menus, enabling millions of people to discover and recognise the value of Made in Italy.

Through the collaboration with GialloZafferano comes the new McChicken Creations: two original recipes meticulously created to celebrate and make the most of 100% Italian flavours, combining the best of innovation and tradition.

‘We are proud to present the seventh edition of McChicken Creations, an initiative that strengthens our commitment to supporting the Italian food supply chain,’ says Giorgia Favaro, Managing Director of McDonald’s Italy. ‘Through our collaboration with GialloZafferano, the Qualivita Foundation and the protection consortia, we are able to integrate PDO and PGI ingredients into our offerings, making them accessible to an ever wider public. We have been working in this direction for more than 15 years, aiming to enhance quality raw materials and support local producers,’ Favaro concludes.

‘The collaboration between GialloZafferano and McDonald’s, which is celebrating its seventh edition, conveys solid synergy with the aim of depicting the Italian way of life in an innovative manner,’ says Andrea Santagata, Managing Director of Mondadori Media. ‘The project combines taste, accessibility and innovation through effective interaction with the public, using a new and engaging language. The results achieved over the years demonstrate the effectiveness of a strategy — in terms of reach and audience appreciation — that focuses on quality, creativity, tradition and experimentation,’ Santagata concludes.

The new edition of McChicken Creation was presented with a special event at the GialloZafferano headquarters, with the participation of Giorgia Favaro, Managing Director McDonald’s Italy, and Andrea Santagata, Managing Director Mondadori Media. Speakers also included: Valeria Casani, Chief Marketing Officer McDonald’s Italy; Nicola Lussana, Managing Director Mediamond; and Mauro Rosati, Director General Fondazione Qualivita. Other participants included representatives of the certified ingredients in the new recipes: Vittorio Emanuele Pisani, Director of the Consorzio di Tutela Provolone Valpadana DOP; Lorenzo Cortese, President of the Associazione Cappero delle Isole Eolie DOP; and Enrico Fanelli, President of the Consorzio di Tutela Peperoni di Senise IGP.

The event was also enlivened with an engaging cooking show by McDonald’s Chef Raffaele Bellini, who revealed the secrets and preparation of the new recipes to the audience. GialloZafferano involved a team of exceptional chefs and food creators to preview the new recipes and create exclusive content for social media: Andriana Kulchytska, Roberto Valbuzzi – Notordinarychef, Angelo Coassin – Cooking with Bello, Eva Andrini – Evasfoodaddiction, Gessica Runcio – Le ricette da Gessica, Nonna Silvi and Dany Resconi. With his charismatic attitude, Radio 105 host Nicolò Torielli led the event, encouraging interaction and participation and creating a dynamic and engaging atmosphere.

The entire activity and visibility plan for McChicken Creations were developed together with Brand On Solutions, the project area of Mediamond, with the coordination of OMD and OPRG and the creativity of Leo Burnett for all GialloZafferano digital channels, from its website to social media profiles – Facebook, Instagram, TikTok and YouTube – up to the app, which has a push notification targeted at the McDonald’s drive-to-store and drive-to-app.

McDonald’s Italia
Present in Italy for 39 years, McDonald’s now has over 750 restaurants across the country with a total of 38,000 employees serving 1.2 million customers every day. Ninety per cent of Italian McDonald’s restaurants are managed as franchises by more than 160 local entrepreneurs who testify to the brand’s rootedness in the territory. With regard to suppliers, McDonald’s also confirms its desire to be a ’local’ brand. To date, in fact, most suppliers are Italian. Worldwide, McDonald’s is present in more than 100 countries with more than 41,000 restaurants.

GialloZafferano
GialloZafferano is the leading food media brand in Italy. On the web, 1 in 2 Italians cooks with GialloZafferano, which reaches 23 million people every month (Comscore incremental reach, March 2025). With a fanbase of 72 million followers, it tops the world’s food media brand ranking on social media (source: Shareablee-Comscore and social insights). Offering recipes that are always easy to make and accessible to everyone, it is available to people at any time of day on all channels: from the web to social media, apps, smart devices, magazines, books and local events.

MypersonalTrainer, the leading health and wellness brand by Mondadori Media, recorded a great public response and participation at RiminiWellness for the second year running. The most important international event dedicated to fitness and wellness took place from 29 May to 1 June at Rimini Feria.

A big novelty at this edition was the 400-m² stage in Hall C5, designed by MypersonalTrainer together with Cross Cardio and realised in partnership with Napisan.

The Stage Turns Green with over 5,000 MypersonalTrainer Fans

During the four-day event, MypersonalTrainer was the star of RiminiWellness. The schedule of events won over more than 5,000 MYPT fans, who dyed the event green wearing the media brand’s T-shirts. The programme was full of energy, movement and wellbeing, with a total of 50 non-stop workouts, to the delight of everyone who participated in mobility lessons, yoga, functional circuits and original Cross Cardio formats. High-impact training sessions led by the best trainers of the MYPT crew, with creative stage direction by Jairo Junior for Cross Cardio, engaged a diverse audience in a motivating atmosphere accessible to everyone.
Leading coaches included: Nicolò Famiglietti and Silvia Fascians, both from the Power Talent Agency roster, Eleonora Giordani, Giorgio Pallikullen and Tamara Tanzilli.

Dedicated Stands, Fitness-Themed Challenges and Lots of Gadgets

Topping off the experience around the stage were two stands by MypersonalTrainer and Napisan with dynamic and engaging activities for the audience, including interactive challenges led by community fitfluencers and the distribution of customised elastic bands for all participants.
At the MypersonalTrainer stand, visitors were welcomed by Tamara Tanzilli — a postural mobility coach who led original challenges to help participants rediscover fluidity, stability and physical wellbeing through an integrated approach based on conscious movement, breath and body control — and Roberta Vanzella, an expert trainer in yoga, Pilates and mobility, who enlivened the space with accessible and stimulating activities designed to rebalance the mind and body.

Media Partnership with RiminiWellness

As media partner of RiminiWellness for the fourth consecutive year, MypersonalTrainer once again affirmed that it shares the values that have always enlivened the famous event, which celebrated its 19th edition this year: a love of fitness, sport, wellness and personal care.
Through extensive daily social media coverage, MypersonalTrainer provided an overview of both its own activities and highlights of the entire event, offering the fitlover community an engaging and continuous story throughout the event.
The presence of MypersonalTrainer at RiminiWellness was enhanced by an important brand visibility strategy featuring a strong visual presence of the media brand, with posters and other dedicated spaces at key strategic points of the Feria.

Activities with Brand Partners

In addition, MypersonalTrainer developed branded content and social storytelling in cooperation with Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Napisan
Napisan was the title sponsor of the MypersonalTrainer stage, one of the most active and participatory spaces at RiminiWellness 2025. Next to the stage, the MypersonalTrainer area hosted a dedicated Napisan stand, where the audience could participate in themed challenges and activities combining entertainment, content and educational value.

Other Brand Partners

Barilla Protein+ Pasta
Two activities on the MypersonalTrainer stage were curated by Silvia Fascians, who invited the audience to the Barilla stand at the end of the sessions to discover and taste Barilla Protein+ Pasta first hand. The activity was amplified by social content by Silvia Fascians and MypersonalTrainer.

Zespri
MypersonalTrainer supported the visibility of the Zespri stand (Hall B5) through social media coverage with Instagram stories, showing key points and highlights of the engagement activities offered by the brand.

Omegor
MypersonalTrainer worked with Omegor on a branded content activity focusing on the importance of nutritional supplements for high-intensity athletes. Silvia Fascians, Nicolò Famiglietti and Laura Crugnola starred in Instagram content on omega-3 supplements in daily athletic training.

Bayer – Vaginaverso
In the area dedicated to women’s health, MypersonalTrainer collaboration with Bayer to talk about the Vaginaverso project and the Gyno-Chat service, in videos made with gynaecologist Monica Calcagni and psychosexologist Sabina Fasoli.

Appointment with MypersonalTrainer Days in September in Milan

At RiminiWellness, MypersonalTrainer announced the fourth edition of MypersonalTrainer Days, scheduled for 13 and 14 September at the Arco della Pace in Milan. This weekend full of free appointments dedicated to fitness, health and wellness will include engaging activities, experiential corners and the presence of well-known faces in sports, special guests and fitfluencers.

MypersonalTrainer: Integrated Leadership with Web-Based and Live Experiences

Following the success of RiminiWellness 2025 and in view of the high-profile event in September, MypersonalTrainer confirms itself as a reference in the health and wellness sector. It not only tops the digital and social media charts but is also a growing key player in first-hand experiences, strengthening the bond between brand and audience through local events with high relational value.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: Comscore 2025), as well as 6.6 million followers on social media (source: Comscore Shareablee and social insights April 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Cross Cardio® is a functional training system founded in 2015 by Jairo Junior, a physiotherapist and fitness group trainer whom MypersonalTrainer has long collaborated with on initiatives and events.

Mondadori Store, the largest network of bookshops in Italy, is renewing its presence in La Spezia to once again offer the city centre an interactive meeting point and cultural hub.

The new Mondadori Bookstore, which will reopen to the public on 31 May, boasts many new attractions.
The refurbished bookshop spaces are ready to promote initiatives for a wide audience: special attention will be given to younger readers through a curated range of children’s and young adult titles, workshops and educational activities. There will also be a full calendar of events, presentations, meetings with authors and moments dedicated to culture lovers, designed to transform the bookshop into a place for sharing, dialogue and discovery.

“Our bookshop’s mission is to offer customers the books that suit them best,” comments Elisa Corsi, a Mondadori Store franchisee who has worked in the La Spezia bookshop since 2008. “My co-workers Carlotta and Rossella and I, as book lovers, place a lot of emphasis on advice and expertise. Customers love the bookshop’s warm and very personal atmosphere, especially the suggestions that we attach to the books via wraps that explain why a particular volume deserves to be read,” concludes franchisee Corsi.

The new initiatives at the Mondadori Bookstore in La Spezia include “Libraio per un giorno” (“Bookseller for a Day), an activity dedicated to those who want first-hand experience of being a bookseller by learning about this job and trying to advise and help customers.
Animated readings for children will return to the shop and book lovers will have the opportunity to enjoy the Bookclub formula where, every last Friday of the month, a title will be chosen for discussion in the bookshop.

The new Mondadori Bookstore in La Spezia covers an area of 120 square metres with a catalogue of more than 13,000 titles, ranging from the great classics to best sellers, including fiction, various non-fiction books, local works, and foreign language texts. Special attention is paid to younger readers with the We are Junior format, which includes educational games and picture books to stimulate their imagination with the most intriguing stories, as well as the Just Comics department dedicated to manga and comics. The bookstore’s range is also expanded with areas dedicated to #BookTok for the new generation of readers, as well as to stationery, toys, gadgets and gift cards.

Customers of the Mondadori Bookstore in La Spezia can be updated via the bookshop’s Instagram page. Telephone ordering services are also available to them.

The new Mondadori Bookstore is part of the ongoing renewal and development plan for Mondadori Store, the most extensive network of bookshops in Italy, comprising over 500 retail outlets spread across large cities and smaller towns. This cultural hub operates nationwide, including online with the Mondadoristore.it e-commerce site and the bookclub formula, combining books – which remain the central focus – with entertainment experiences, events and multi-channel services, reaching more than 20 million customers every year.

MONDADORI BOOKSTORE
Via del Prione 89, 19121, La Spezia
Hours: Mon – Sun 09.00 – 13.00 15.00 – 19.30
Tel: 0187022163
E-mail: mondadori.spezia@gmail.com
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