Brand Activation in Sport - The Agrigal case

Players:

Agrigal, a farm running an agricoltural business which commercializes corn-based products, such as biscuits and flour products, is located in Bergamo and structure its value proposition enhancing territory and local traditions. They just have one distribution channel: eCommerce.

Consorzio Vero Volley, a Volley company based in Monza, the only sport firm in Europe which features two teams in the major volley leagues - male and female. Moreover, both of them took part during the 2018-2019 season to European competitions (also winning Women's Challenge Cup). Consorzio Vero Volley also run a youth sector composed by more than 1,700 members.

Abstract

For the launch of its commercial activity, purely eCommerce, Agrigal, Bergamo's agricultural start-up focused on the production and commercializzation of cereals and organic products, decided to implement an omnichannel marketing activation project focused on product-tasting, as well as on a promotion through a structured digital strategy. The strategy was designed this way because, on the one hand the product nature lead to the fact that tasting was the most effective way to aware the potential customer of the goodness and genuineness of the product, and on the other hand because the brand awareness turned out to be almost zero. For this reason, a partnership with a sporting reality was created for the activation in the Monza and Milan area choosing a partner which was established in that ambit, therefore the Vero Volley Consortium was chosen, having that brand values (authenticity, naturalness and well-being) were common. The partnership was then monitored through the creation of a measurement strategy framework and assessing the results of the omnichannel brand activation initiative. The project was performed providing marketing advisory and tailor-made CRM analytics.

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