Series of posters - Stage One of the Campaign for Valvona&Crolla. These posters would be found around Edinburgh in newspapers, on billboards and inside bus shelters. They are designed to create an element of suspense and curiosity about V&C. The posters mimic 1930's style Italian movie posters, connoting the heritage of Valvona&Crolla, being founded in 1934 from Italian immigrants. They would be found for about one month before the Guerilla Advertising would arrive all around the city.
Guerilla Advertising- Stage Two of the campaign. These larger than life Italian vegetables and meats will be found hanging all around the city for one week with the tag line "The kind of deli where they actually hang things from the ceiling" . We heard this line from a waitress in the deli and decided to "hang" our whole campaign around it. This is not M&S or Tescos, this is a real, authentic, Italian deli, where they do things the old fashioned way. We would hope that these larger than life attractions would gain us thousands of pounds in extra media coverage in local and international press, without the extra cost.
Under the hanging produce during the week we would recommend giving out free samples of food from the deli and have also recommended handing out postcards with a photo of the structure and a youtube address where people can go to see how these giant structures were made. This would encourage people to visit the website and leave a lasting impression and memory of the deli.
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