Olli Salumeria Brand Launch Case Study

The Challenge

With a rich history spanning over a century, Olli Salumeria had mastered the art of crafting authentic, delicious salami. But despite their deep-rooted legacy and unparalleled product, the brand was missing a crucial element: widespread recognition. Olli Salumeria wanted more than just to be known—they aimed to own the narrative around National Salami Day. The challenge was clear: how could we make Olli the definitive brand associated with this niche holiday, driving brand awareness and engagement on a national scale?

The Strategic Solution

Our approach was both ambitious and meticulous, designed to position Olli Salumeria as the torchbearer of National Salami Day. We set out to transform this under-the-radar holiday into an ownable, branded event that would resonate with both salami lovers and food enthusiasts across the country.

1. 1. The Salami Hall of Fame:
      To create buzz, we tapped into the local pride of food communities across the nation. We launched the Salami Hall of Fame on Facebook and Instagram, celebrating top eateries in New York, San Diego, Chicago, Seattle, and Atlanta for their standout salami dishes. By inviting followers to nominate a sixth inductee, we sparked a viral conversation that not only engaged our audience but also highlighted Olli’s commitment to quality.
   2. The Ultimate Salami Experience:
      Taking the campaign to the next level, we offered followers the chance to win the Ultimate Salami Experience—a grand prize that was as indulgent as it was memorable. The package included a trip for two to San Diego, a private Italian dinner, and an exclusive behind-the-scenes tour of the Olli Salumeria factory. This activation not only incentivized participation but also deepened consumer connection with the Olli brand.
   3. Amplification Through Strategic Channels:
      To ensure the campaign’s success, we executed a multi-channel strategy. Social media ads were meticulously targeted to reach foodies and culinary influencers, while PR efforts secured coverage in prominent food and lifestyle publications. The collaboration with influencers amplified our reach, ensuring that National Salami Day was on everyone’s radar.

Social Media Ads

Influencer

The Impact

The results of the campaign were nothing short of extraordinary. National Salami Day became more than just a date on the calendar—it became a cultural moment with Olli Salumeria at its center. The campaign garnered millions of impressions, with multiple high-profile media features and on-air mentions that elevated the brand’s visibility. Thousands of new visitors flocked to the Olli website, driven by the excitement of the Salami Hall of Fame and the allure of the Ultimate Salami Experience. Most importantly, we cultivated an engaged and passionate community that now associates Olli with the finest salami in the industry.

In the end, it wasn’t just the grand prize recipient who walked away a winner—Olli Salumeria achieved its goal of becoming synonymous with National Salami Day, cementing its place as the nation’s leading salami brand.