Italians love their food. The only thing that comes close to this passion is football. Every match comes with its unique and magical rituals whether in a stadium, at home, or restaurant.
In Italy, the most recognised association with football is the sandwich. This special relationship has inspired Heinz’s new brand platform for sauces, Proud Sponsor of Calcio Mangiato, created by DUDE Milan, that celebrates the real football stadium heroes – the sandwich makers. Calcio Mangiato means Eaten Football, which links the brand to all those moments where the football world meets the food world, starting with the famous ritual of the pre- or post-match sandwich consumed outside the stadium.
At the heart of the campaign are sandwich makers, Mauro, Sofia, and Ruggiero. These stadium heroes stand outside the stadium of their football team every Sunday without being able to go inside and enjoy a game.
Heinz gave the sandwich makers the opportunity to step inside the stadium for the first time in their career to watch a game and be part of the crowd of fans. The entire stadium thanked them with a standing ovation and special announcement over the speakers. Then to keep the pre- and post-match sandwich-making tradition going, and to make sure that no-one went hungry, Heinz arranged for three Italian chef influencers to take over and keep the sandwiches flowing.
Now Heinz and DUDE are gearing up to spread the spirit across Italy, celebrating the unfaltering love shared between food and football.
The campaign is running on Italian TV and Heinz Italia Facebook, YouTube and Instagram channels. The influencers who took part in the film also covered the activation on their channels with interviews and special recipes created for the occasion.
“We wanted to celebrate the real stadium heroes who never stop working hard to make every match an unforgettable moment. At the end of the day it’s the same thing we do with our sauces: adding flavour to make the experience unique,” stated Fiamma Odette Sinibaldi, senior brand manager sauces, The Kraft Heinz Company.
“The list of brands that one way or another try to link itself to the football world is endless,” added Livio Basoli, chief creative officer & partner of DUDE Milano, “but very few have a real bond with this sport and even fewer have something new to say about it. With Calcio Mangiato we created with Heinz a new creative platform that showcases a never seen before yet universal angle of this sport: the one where food and football meets, creating unique stories. Stadium Heroes is just the beginning, we cannot wait to tell more.”
Credits
Client: Heinz Italia
CMO Continental Europe: Paula Marconi
Head of Marketing Italia: Francesco Meschieri
Senior Brand Manager: Fiamma Sinibaldi
Brand Manager Junior: Alberto Steiner
Brand Specialist:Filippo Mentasti
Agency: DUDE Milano
Chief Creative Officers & Partners: Livio Basoli & Lorenzo Picchiotti
Creative Directors: Davide Labò & Luca Riva
Head of Content: Ludovica D’Aquino
Art Director: Mariano Barresi
Copywriter: Alessandro Magnani
Junior Art Director: Marzia Cimino
Junior Copywriter: Camilla Viganò
Client Director: Elena Panza
Account Director: Martina De Siervo
Account Manager: Silvia Asta
Digital PR Manager: Vittoria Caron
Chief Strategy and Innovation Officer: Lorenzo Foffani
Strategy Director: Marco Mammino
Integrated Production Director: Matteo Pecorari
Senior Producer: Maria Chiara Muglia
Producer: Vincenzo Perrotta
Head of Physical Production: Simone Raddi
Junior Production Coordinator: Francesca Di Donna
Post Production Director: Seba Morando
Post Producer: Miriam Ottina
Senior Film Editor: Niccolò Gobbi
Motion Designer: Gabriele Frigimelica
Junior FIlm Editor & Motion Designer: Federico Catania
Editor: Davide Vitola
Colourist: Giorgia Meacci
Music & Mix: Magma Music Agency
Director: Alessandro Redaelli
Creative: Ruggero Melis
DOP: Tommaso Merighi
Scenography: Amalia Valsecchi
Photographer: Glauco Canalis rep by Controluce
Media Agency: Carat
Influencer Marketing Agency: Dentsu Creative
Talent Agencies: Innova Agenzia & Chef in camicia
Sandwich Heroes:
Mauro Perosin – Snack Bar
Massimo e Sofia Dardano – Derby Bar
Ruggiero Lentini – Lentini
