The Spring Campaign 2018 by United Colors of Benetton made a bloom out of the Milan underground station of Duomo (M1, M3 and Corridoio Orefici).
OLIO TOSCANO IGP
Free Tasting and Show Cooking on the move
On the occasion of the Milan Food Week, the Consortium for the protection of Tuscan Extra Virgin Olive Oil, advertised its prestigious product (IGP certified) by offering citizens some free tasting sessions; the project was designed by IGPDecaux Live business unit.
The Brand's choice was to approach experiential communication around Milan area, reach consumers and share with them, face to face, the product quality. In order to do that they employed three Street Food Ape Cars, properly decorated with the Consortium's Logo, which happily wondered around the city and stopped by hot spots where to offer free tastings of Tuscan Oil DOP.
On top of free tastings, some renowned Chefs of Tuscan tradition such as Stefano Pinciaroli, Filippo Germasi, Maria Probst and Cristiano Santandrea, have interpreted traditional regional meals along Show Cooking on the move.