Change that is born out of need
Olitalia is renewed, starting from consumers’ needs and opening up new opportunities.
Food - Olitalia
Olitalia’s high production capacity and long-standing links with the restaurant industry are the foundations upon which the company has established its presence in both domestic and foreign markets. However, its product portfolio - traditionally organised into two families, “retail” and “food service”, and layered into a high number of categories - had lost its cohesion and ability to clearly convey its benefits to the various audiences.
The analysis brought together the brand’s values with the needs of its target audiences at the different times when they come into contact with it: at home, at restaurants and in professional kitchens.
The insight which clearly emerged was that the needs of a customer in the dining room of a restaurant are very different to those of the cook in the kitchen: the customer is looking for a carefully-selected product with a story, whilst the professional is looking for an efficient tool for their job. This gave rise to the need to organise the product portfolio differently, replacing the old “food service” category with two distinct offerings: “gourmet”, dedicated to restaurant customers, and “professional”, dedicated to the professionals of the restaurant industry who work in the kitchen. A profound cultural shift which has revolutionised its approach to the markets.