Roberto is a well-known baked food brand, a historic company that was able to evolve since the 1960s to to tell its own story, remaining faithful to tradition and, in the meantime, embracing modernity by seeking authentic ties.
“At home with Roberto” is the evocative title of an outstanding out-of-home campaign that, throughout most of October, engaged citizens and tourists in Milan. This initiative is part of a wide-ranging communication strategy conceived to connect deeply with the audience by conveying values of conviviality and hospitality. At the core of the campaign, a branded shelter and customized trams brought the spirit of Roberto to the heart of Milan, inviting everyone to rediscover the brand's most authentic and beloved flavors.
Roberto’s campaign, created by Comunicarlo in collaboration with IGPDecaux Brand Solutions, was on air from September 30 to October 13 with an entire branded shelter at Largo La Foppa (Moscova); while from October 1 to 28, it was deployed on the iconic Sirietto trams which traveled through Milan, taking the story of authentic conviviality that Roberto wanted to share. The two ‘hero’ products, Triplo Burger and Crocchini, were featured in two spectacular mock-ups placed on top of the bus shelter, creating a unique and memorable visual impact. The entire shelter was transformed to simulate the interior of a home, with a minimalist and vintage design. Posters showing the brand's products and a video dedicated to the "At Home with Roberto" concept completed the setup, along with a fridge decorated with Polaroid-style photos and messages celebrating conviviality, evoking the warm and family atmosphere of a truly joyful moment.
A creative project by IGPDecaux Brand Solutions that captured everyone's attention, once again demonstrating how out-of-home can effectively amplify omnichannel strategies."
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