The Brand Experience: La Famiglia Rana Grocer
The Brand Experience - A playground for creative inspiration
The Famiglia Rana Grocer’s London Residency from November 9th until December 16th 2018 presented a 360 experience for the Giovanni Rana brand. Part grocery, part workshop and even part photo studio and a playground for creative inspiration. Visitors could pick up a few groceries and artisanal ingredients before receiving expert advice from Italian pasta chefs on preparing and plating beautiful and restaurant-quality meals at home, or have them prepared in store.
The hands on approach – Ingredients and Master Classes
Around 50 workshops took place over the course of the five weeks inviting to a hands on brand approach, including: how to prepare perfect fresh pasta meals, pasta making, food photography and ingredients tastings.
Italian ingredients are styled deserving of their importance in the Italian cuisine and in the Giovanni Rana products. Visitors are invited to discover a feast for the eyes and taste buds and even offered a chance to win a trip to Verona to meet La Famiglia Rana.
The exclusivity element – for six weeks only in an exclusive location
The brand experience was limited to an exclusive six week residency in an upscale corner of London. 51 Marylebone High Street is not far from the Conran Shop, a destination for locals more than tourists.
Instagram Strategy – Snap, Share, Eat
The brand experience was created with Instagram in mind. Every corner of the shop is worth a photo and visitors are invited to snap, share, eat.
Those on the hunt for the perfect content, or wanting to practice their food photography can do so with an infinite number of combinations of beautiful produce, backdrops and props all free for to use - with store-assistants on hand to help with sets and original arrangements. Prizes are awarded for the best photos posted on Instagram each week. The hashtag #lafamigliarana counts 783 posts.
The Website https://www.rana.co.uk/lafamigliaranagrocer provides press and bloggers with photographic and video material to promote the event. High quality images and video content will make third party content (articles, blog posts etc.) easier to create and the visual narrative therefore more consistent.
The social element in partnership with food bank charity FoodCycle
Brand experiences in 2018 are recommended to use the visibility given to the brand to have a positive impact and raise awareness of relevant issues. When the positive impact element is not too on the nose and just for promotion, collaborating with a charity or social enterprise can be a good way to do so. La Famiglia Rana partnered with food bank charity FoodCycle during the Grocer residency. All proceeds from the master classes and fresh pasta meal kits are donated to FoodCycle. La Famiglia Rana will also be providing fresh food to FoodCycle’s food banks throughout the campaign. The partnership will support FoodCycle in its work to provide tasty lunches and dinners for socially-isolated people in the community.
The La Famiglia Rana Grocer provided a taste of Italy and the Famiglia Rana brand in a wonderful setting for an exemplary brand experience and experiential marketing event.