Italian wine cooperative Cavit Wines has lined up a marketing campaign in the US encouraging consumers to “celebrate like an Italian this holiday season”.
Activity includes a tie-up with Rome-based cooking school Nonna’s Italy, which offers classes led by grandmothers – or ‘nonnas’ in Italian. Cavit is offering a free online cooking class, discounts for live classes and an accompanying shopping list that is now live at a dedicated page on its website.
The campaign kicked off with an in-person cooking class in New York last week. Cavit is also lining up a series of content for social media, including “Italian-inspired holiday entertaining ideas”.
The Trentino-based group cited “the internet’s love for Italian grandmothers, slow living and the joy of cooking” as its inspiration for the campaign, as well as the viral social media trend for “nonna-maxxing”.
“As America’s number one Italian still wine brand (according to recent data from Circana), Cavit has always been rooted in the Italian tradition of bringing people together over good food and wine,” said the company’s Americas manager, Patrick Cappellini. “Our partnership with Nonna’s Italy reflects a shared appreciation for the heritage, traditions and rituals that have been passed down through generations and continue to make Italian food culture so special.
“This holiday season, we’re proud to celebrate that enduring spirit and inspire Americans to bring a little more Italian warmth, generosity and joy to their own gatherings, with Cavit wines at the table.”
Last week, California start-up Hurray recruited an 80-year-old “intern” as part of a marketing activation in the US for its Girl Beer flavoured brand.
