A taste of Italy
as if you were there

Seb Mellia, comic/globe-trotter leaves for Italy on a discovery of local, authentic, unexpected cuisine, far-removed from any clichés. With his resourceful mentality and sharp wit, he meets chefs, amateur cooks, a flamboyant family, a fisherman, etc. In short, everyone who brings true Italian cuisine to life on a daily basis.

Galbani will open the doors to all these different types of cuisine for him so that he can discover, taste, learn, and share the most authentic Italian cuisine.

In order to spice up the adventure, a die, designed especially for this trip, sets challenges for him that he must take on which lead him off the beaten track.

His adventures are broadcast on YouTube in a five-episode web series spotlighting each of the extravagant personalities, unexpected places, and typically Italian recipes prepared over the course of his encounters. These inspiring dishes are retranscribed in the form of video recipes, directly from the web series, enabling everyone to cook real Italian cuisine.
Deployment: In support of the episodes, the campaign is coming to life in stores (display, On-Pack), on the brand’s new website, and through a competition offering a trip to Italy as the prize.

The results: More than 5.7 million YouTube viewings, and over 600,000 website hits over the period.

Through this campaign, Galbani is modernising its scope of expression and reinforcing its position as an irrefutable benchmark of true Italian cuisine.