James Martin returns as Krow unveils first Cirio activity

Italian food company Cirio’s new agency Krow Group has declined to rock the boat by turning once again to long-term brand ambassador and chef James Martin for a new campaign showcasing its tinned tomatoes range.

Marking the first activity of work since being appointed, Krow has created the campaign titled ‘Si’, to highlight the benefits of Cirio as the only farmer owned tomato brand.

Krow has been tasked with raising awareness of Cirio’s co-operative model – where its farmers own the brand – and to emphasise the advantages to shoppers who value the quality and provenance of their food.

Tapping into Martin’s unabashed Northern charm, the ad takes a fun, fast-paced approach to highlight how the brand uses sustainable and ethical practices to produce high-quality, flavourful food in every tin.

It features Martin asking Cirio farmers a series of questions, such as ‘Franco, Cirio farmers oversee the whole journey from seed to plate?’ and ‘being a cooperative means a fair price to everyone, yes?’. To emphasise that Cirio farmers have 100% control over their supply chain, following each question the farmers enthusiastically respond to each question with ‘Si!’.

The campaign will run across video on demand channels, as well as ITV, Channel 4, and Sky.

Export Dept from Cirio commercial and marketing director Diego Pariotti commented: “We’re really pleased with this new creative. It perfectly captures the essence of what Cirio is about through a fun interaction between our farmers and James Martin.”

Krow Group deputy managing director Harman Randhawa added: “It’s been a pleasure to work with the Cirio team on this project and be able to bring to life the story of how Cirio produce its tinned tomatoes. James Martin’s involvement has allowed us to achieve a fun and effective advert that shows the provenance of Cirio products.”

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