In Italy, where the love for food and football is unparalleled, Heinz introduces a groundbreaking brand platform for sauces—“Proud Sponsor of Calcio Mangiato” (Eaten Football). Developed by DUDE Milan, this initiative beautifully intertwines the worlds of football and culinary delights, with a special focus on the iconic football ritual of enjoying sandwiches pre- or post-match, especially outside the stadium.
At the core of this delightful campaign are Mauro, Sofia, and Ruggiero— the sandwich makers and stars of the Stadium Heroes activation and “Proud Sponsor of Calcio Mangiato” initiative. The campaign sheds light on the irony of their close proximity to San Siro Stadium every Sunday, yet the inability to step inside and experience a game firsthand.
In a heartwarming gesture, Heinz offered these sandwich makers the chance to enter the stadium for the first time in their careers, allowing them to watch a game and be part of the enthusiastic crowd. The entire stadium reciprocated with a standing ovation and a special announcement over the speakers, expressing gratitude to these unsung heroes.
To ensure the uninterrupted continuation of the beloved sandwich-making tradition and ensure no fan went hungry, Heinz organized for three Italian chef influencers to take over and keep the sandwiches flowing.
The day was undoubtedly unforgettable for Mauro, Sofia, and Ruggiero, recognized as the genuine heroes of the stadium. However, this is not the conclusion of the tale. In 2024, Heinz and DUDE are set to extend the campaign, spreading the spirit across Italy and celebrating the enduring love shared between food and football.
The campaign is actively running on Italian TV and across Heinz Italia’s Facebook, YouTube, and Instagram channels. The influencers who participated in the film also provided coverage on their channels, featuring interviews and exclusive recipes created for this special occasion.
This professional campaign, titled ‘San Siro Sandwich Heroes,’ was unveiled in Italy in January 2024. Crafted for the brands Heinz and HEINZ ITALIA by ad agency Dude Milano, this Film medium campaign seamlessly blends the realms of Food and Sports, offering a heartwarming narrative and four engaging media assets.
