Project Info
Client: Pietro Negroni srl – Brand Negronetto
Task: Tour in 30 Shopping Centres
Timing: February – April 2005 / 2006
About Project
RTR devised the Negronetto Tour for Negroni, a travelling entertainment-based promotion in the arcades of the main Italian shopping centres to promote – “off the shelves” – the taste and versatility of the Negronetto salami, one of the flagship products of the Italian food company, a leader in the cured meats sector.
The “Negronetto Tour” lasted two months in both 2005 and 2006. The 2006 edition, which began in February and ended in April, involved 24 of the most important shopping centres in North and Central Italy, stopping off for 3 days at each one during the weekends and with 3 travelling stands running simultaneously, for a total of 72 promotional days.
The promotion took place in an original stand, where a hostess and a steward in personalised uniforms invited visitors to taste the Negronetto salami, illustrating its attributes and giving them an incentive to buy it with pleasing promotional gifts.
The 2005 edition was enlivened by a photo contest “Snap the slice” which rewarded the most loyal consumers with sought-after gifts, publishing their most creative photos on Negroni’s website, which was inaugurated in March.
In 2006, by contrast, the promotion was enhanced by the prize competition “Win a weekend with Negronetto”. The rules for entering the competition were explained both by tour staff and on the website www.negroni.com. The competition was based on a simple mechanism: entrants simply had to send the control coupon on the Negronetto label in a sealed envelope, along with their name and address, to take part in the prize draw for one of three weekends for two at a luxury health spa in Tuscany.
The “Negronetto Tour” was an ideal opportunity to create a direct contact between company and consumers, whose involvement was encouraged by original, direct promotional demonstrations and through the filling in of questionnaires which consolidated Negroni’s database with information about purchasers’ tastes and preferences.
