Cirio is the most famous brand of tinned tomatoes in Italy and their reputation is growing rapidly in the UK. Over the last 2 years they have risen from a small speciality brand in the UK to a major listed brand in Tesco, Sainsbury's, Waitrose and Ocado along with One Stop and major independent retailers across the UK.
Vivid were tasked with finding a suitable brand ambassador who oozes genuine Italianess, is easily recognisable across the UK, is highly respected for his contribution to gastronomy and preferably liked and used the Cirio brand. After researching the many Italian cooks and chefs that now grace our shores, it was quicly evident there was a clear front runner...Antonio Carluccio, the godfather of Italian cooking!
Commendatore Antonio Carluccio OBE, has been at the forefront of Italian cooking for over 50 years. Antonio settled in the UK in 1975. Since then he created the Carluccio's restaurant business, to which is is still a consultant, plus became a regular on our TV screens as well as writing 22 cookery books. Vivid approached him and his team and not only did he tick all the boxes for the brand ambassador profile, he admitted to personally using Cirio both now and as a boy growing up in Italy!
We now manage the all communications for Cirio involving Antonio including, PR, digital advertising, radio advertising, social media, display advertising and photoshoots.
It is the perfect match of True Italian icons.