In the heart of Italy, where the love for both food and football runs deep, Heinz has ingeniously intertwined these passions in a campaign that captures the essence of Italian culture. The brainchild of DUDE Milan, the campaign titled ‘Proud Sponsor of Calcio Mangiato’ introduces a delightful synergy between football and the beloved Italian ritual of savoring sandwiches.
In Italy, every football match is a grand spectacle filled with unique and magical rituals, whether experienced in the buzzing stadium, the cozy confines of home, or a local restaurant. Heinz recognized the intrinsic connection between football and the iconic Italian sandwich, giving birth to a new brand platform for sauces.
The campaign’s name, “Calcio Mangiato,” translates to “Eaten Football,” encapsulating the essence of moments where the worlds of football and food converge. At the forefront of this culinary-football fusion are Mauro, Sofia, and Ruggiero – the sandwich makers and the central figures of the Stadium Heroes activation.
This activation and the broader campaign highlight the poignant paradox experienced by these sandwich artisans. Despite their close proximity to San Siro Stadium every Sunday, their dream of stepping inside and enjoying a game remained unfulfilled. Heinz, recognizing the genuine passion of these sandwich makers, seized the opportunity to make their dream a reality.
Heinz invited Mauro, Sofia, and Ruggiero to step inside the stadium for the first time in their careers, allowing them to not only watch a game but also be part of the crowd, surrounded by fellow football enthusiasts. The gesture was met with an overwhelming response from the entire stadium, who expressed their gratitude with a standing ovation and a special announcement over the speakers.
To ensure the continuity of the cherished sandwich-making tradition and to ensure that no one went hungry during this momentous event, Heinz orchestrated a seamless transition. Three prominent Italian chef influencers took over the sandwich-making duties, ensuring the flavors continued to flow.
The day was undeniably unforgettable for Mauro, Sofia, and Ruggiero, celebrated as the genuine heroes of the stadium. However, this heartwarming story is not the end; in 2024, Heinz and DUDE are gearing up to extend the spirit of “Proud Sponsor of Calcio Mangiato” across Italy. The campaign aims to celebrate the enduring love shared between food and football, two pillars of Italian culture.
The campaign unfolds not only on Italian television but also across Heinz Italia’s Facebook, YouTube, and Instagram channels. Influencers who played a pivotal role in the film extensively covered the activation on their respective channels, sharing interviews and special recipes crafted for the occasion.
In summary, “Proud Sponsor of Calcio Mangiato” is more than a campaign; it’s a flavorful celebration of the passionate intersection between football and food in Italy. Created by Dude Milano, this Film medium campaign stands as a testament to the harmonious relationship between the worlds of sports and gastronomy, capturing the hearts and taste buds of Italians nationwide.
