ROMA (ITALPRESS) – Assovetro launches “Vetro. Your health is safe”, the institutional campaign that brings to the centre of attention the relationship between what we consume and the material that contains it. A simple message: the choice of the container concerns the quality, taste and safety of food and beverages.
The campaign arises from a question that consumers have already expressed. According to the survey Assovetro-Ipsos Doxa presented in July, over eight Italians out of ten would like to find more glass products on shelves. In mineral water, 43% of citizens consider glass the most suitable container, while glass purchases account for 8-9% of the total.
Also for yogurt and juice emerges a distance between preference and availability. The initiative aims to give visibility to this choice and to open a dialogue with producers, brands and distribution. The claim “Your health is safe” translates an unseen property of the material into an understandable promise: glass is inert, preserves the characteristics of food and can be recycled without losing its quality.
With this campaign, the goal is to support more aware choices, enhancing together the quality of consumption experience, the circularity of glass and the opportunities for Italian companies that produce and use this material.
The planning involves, among other national publications and macroregional leader, on Facebook channels and Assovetro LinkedIn to the three static subjects, alongside videos dedicated to water, yogurt and juice; an online programmatic presence accompanies the launch for about a month. The concept and creative declinations were developed by The Washing Machine, with the creative direction of Mimmo Di Lorenzo and strategies of managing director Alessandra Furfaro, both founder members of the company.
-Photos press office Assovetro-
(ITALPRESS).
