It’s so easy to fake perfection with AI algorithms and social media filters. A new campaign for Italian biscuit brand, GranTurchese, wants people to embrace the uniqueness of imperfection instead.
The idea comes from DUDE Milan and DUDE Design.
BiscoRotti: The Imperfect Campaign turns flawed examples of GranTurchese’s own product into billboard heroes – elevating the humble biscuit into a symbol of inclusivity and uniqueness.
The colourful OOH campaign, launched across Milan, Bari and Naples, features striking images of broken cookies (‘Bisco Rotti’ in Italian), inspired by the 0.5% of GranTurchese biscuits which are normally rejected by quality control due to non-conformance with the brand’s visual standards. Echoing the imperfect imagery, the OOH placements themselves appear at skewed angles or upside-down torn into pieces. DUDE took a creative billboard hacking approach, working closely with media owners to carefully select spaces and formats. The resulting installations are intentionally offbeat, irregular and flawed – making imperfection visible and tangible.
The campaign is supported with sampling sessions across Milan, Bari and Naples, merchandising activity and social network activations.
The campaign builds on GranTurchese’s new brand positioning, There’s no one like you, that focuses on uniqueness and represents a bold statement on the importance of individuality in a society increasingly driven by the pursuit of perfection.
Francesco Meschieri, marketing director, of GranTurchese parent, Colussi Group, stated “With BiscoRotti we want to highlight and celebrate the imperfections that make us unique: broken or chipped cookies, different in shape but perfect
in taste – just like each of us. With the support of Dude, we created a campaign that – like the cookies themselves – is a true invitation to embrace our flaws: it is our imperfection that makes us truly unique, able to leave a mark where standards fall short. With wit, honesty, and a touch of self-irony, we want to celebrate those who, like us, don’t fit into the usual molds but instead turn every difference into strength.”
Lorenzo Foffani, chief strategy and innovation officer at Dude, added, “We’ve always felt a special tenderness for the broken cookies at the bottom of the pack. Today, we’re proud to bring them centre stage, because being broken also means being unique. This project is a celebration of authenticity, responsibility, identity, and courage, values that perfectly reflect the brand behind it: GranTurchese.”
DUDE Design handled the packaging design and visual identity.
Credits
Client: Gruppo Colussi
Chief Marketing Officer: Francesco Meschieri
Marketing Manager Colussi: Elisabetta Boccali
Junior Brand Manager Colussi: Davide Gigliarelli
Digital & Communication Manager: Eleonora Branca
Creative Agency: DUDE Milan
Chief Creative Officers & Partners: Livio Basoli & Lorenzo Picchiotti
Creative Director: Chiara Monticelli
Senior Art Director: Giovanna Mocchetti
Copywriter: Lamberto Sechi
Design Director: Alessio Salatino
Junior Designer: Lorenzo Buga
Business Director: Elena Panza
Account Director: Ilaria Belcastro
Account Manager: Silvia Asta
Junior Account: Zoe Agnese
Chief Strategy and Innovation Officer: Lorenzo Foffani
Head of Content: Ludovica D’Aquino
Senior Strategic Planner: Grazia Zucchiatti
Integrated Production Director: Matteo Pecorari
Senior Producer: Maria Chiara Muglia
Producer: Vincenzo Perrotta
Junior Producer: Gabriele Lippi
3D & Post Production: Fango Studio
Artworks: Tandem
Partner: OMNISHOPPER
Director: Antonella Linciano
Shopper Insight Strategist: Marta Bosisio
