Project Info

Client: Villani Salumi

Task: Tastings in the delicatessen

Timing: 2007

About Project

Villani, a well-known company producing cured meats, has given RTR the task of realizing a tastings of some of its flagship products in 97 delicatessens and foodstores across Italy.

The Villani tasting initiative involved each outlet for one Friday and one Saturday, during which a hostess has been invited customers to free tastings of the company’s exquisite delicacies, such as mortadella with chilli pepper and Hungarian salami, at a specially set up Villani corner.

The initiative is targeted primarily at trade customers, through a mechanism that aims to reward and strengthen the loyalty of those whom Villani considers its best ones. Hosting the tastings, in fact, has brought the stores significant advantages, including a greater flow of visitors guaranteed by the addition of an intensive geo-marketing operation: as a matter of fact a personalised invitation from Villani indicating the place and date of the tastings was sent by post to 1,500 addresses situated in each area directly concerned by the promotion.

Finally each store received an extensive supply of promotional material, such as wall clocks, price tags, shopping bags, and so on, all bearing the Villani brand, which will serve to give their interiors a more distinctive, enticing touch.