Modern Mamma
There’s more to life than cheese. There’s also food with cheese, and if you want the best, you won’t find it better than in Italy. Unless, of course, the Italians bring their recipes to Denmark.
Can a Mamma be modern?
Galbani is the world’s largest producer of Italian cheeses and is owned by Lactalis – the world’s largest dairy company.
Until a few years ago, the strongest brands were always those belonging to multinational FMCG companies. They were the originals. But in recent years, these giants have started to lose ground to smaller, almost local producers, who define themselves in their marketing as the exact opposite of multinationals.
Local producers tell a compelling story about fair trade, organic products, the founder, the family farm, and so on. For Galbani, this means that there isn’t an immediate preference for a multinational dairy company. Instead, consumers prefer the slightly quirky, rustic mozzarella with a credible backstory.
The communicative challenge was to behave like anything but a dairy giant, avoiding the pretense of a special, authentic production method.
Today’s consumer can easily see through it when multinational companies try to wrap themselves in authenticity for the sake of advertising.
Dishonest and misleading advertising claiming authenticity is not just ineffective as it used to be – it can now actively undermine the product and credibility of the advertiser. The genuine and authentic Italy, therefore, couldn’t be presented explicitly through the product but needed to be conveyed in another way.
This led to the creation of a communication platform where authenticity was delivered and personified by 14 Italian Mammas, all born and raised in Italy but later moved to Denmark. They weren’t professional chefs but were taught by their mothers, with a curriculum of family recipes passed down through generations. The communication platform was launched under the name “Modern Mamma”.
The focus wasn’t just on the cheese but on the Italian meal, centred around the Mammas’ family recipes. This meant that it wasn’t the company Galbani speaking directly to the consumer, but rather Monica, Lorenza, Silvia, and all the other Mammas. The meeting place was the meal, and Galbani was the host that brought everyone together. In that way Galbani has created their own influencers.
Selected Results:
- Approximately 240,000 copies of the Moderne Mamma cookbooks have been sold. This means that about 25% of all households in Denmark have one of the Moderne Mamma cookbooks in their home.
- Market share in the Mozzarella category increased by 6 percentage points.
- The summer campaign resulted in a sales increase of 24.4%.
- Purchase frequency rose by nearly 23%.
- There was a 9% increase across the following parameters: top-of-mind awareness, spontaneous awareness, total awareness, brand preference, and brand power.
- The Moderne Mamma TV show on TV2 Fri has run for three seasons.
- An engaged Facebook community of 67,000 fans.
- In the summer of 2016, the cooking school videos were liked, commented on, and shared nearly 24,000 times.
- Organic reach was 60%, and the engagement rate rose to over 4%.
- The cooking school videos were the second best-performing ads on YouTube during the summer months.
- The Moderne Mamma cooking school videos ranked 6th on YouTube’s list of the best-performing ads for the entire year of 2016.
- The Moderne Mamma YouTube channel hosts 70 cooking school videos, which have been viewed more than 1.2 million times.
- Cooking schools with Moderne Mamma have been held across the country, including with Ida Bruzzone, who is the Danish champion in fresh pasta.
Do you want to know more?
Contact Christina Tønnesen
Phone: +45 21 70 95 89
Mail: ct@mensch.dk
