How to communicate goodness: Vicenzi Group’s digital strategy
Communication that starts from values, strengthening brand/Group identity
The Vicenzi Group’s story begins with its founding values: tradition, quality, innovation, and sustainability. These pillars are at the heart of the Group’s food brand communication strategy, which stands out for its consistency and transparency.
The entire communication strategy is based on:
- Artisanal origins
- Authentic recipes
- Certified quality
- Commitment to environmental and social sustainability
These elements are not just communicated but made evident at every digital touchpoint, reinforcing brand identity: from the renewed website continuously updated on the confectionery market and the Group’s international and R&D activities, to positioning aimed at key stakeholders, the implementation of a Conversational AI Agent that responds optimally to user requests, through to digital press office activities to monitor online media and brand reputation.
The Vicenzi.it website: narrative hub between history and innovation
The official website vicenzi.it is the cornerstone of Vicenzi Group’s digital strategy. Beyond presenting products, the website tells the Group’s story, its commitment to sustainability, and traditional recipes.
The homepage features an institutional video with an appearance by historical President Giuseppe Vicenzi, emphasizing the connection between artisanal passion and international vision.
This choice is not accidental: the video reinforces brand authenticity, conveying values such as:
- Family roots
- Uncompromising pursuit of quality
- Global growth while respecting origins
The narrative aims to engage consumers through curated images, conversational tones, and emotional content, but also addresses buyers and B2B partners, highlighting the company’s century-long history and production quality.
Confectionery branding between tradition and contemporaneity
A distinctive element of Vicenzi Group’s digital strategy is its ability to combine classic style with contemporary aesthetics, throug
- Photography with warm and refined tones
- Packaging with references to traditional Italian pastry
- Videos showing the production process and artisanal care
This approach strengthens Vicenzi Group’s image as an authentic and premium brand, capable of speaking to both established and emerging markets.
Integrated communication in international markets
Vicenzi Group doesn’t limit itself to Italian communication: the digital strategy is designed to support growth in the 97 countries where the Group is present.
Digital properties present content accessible to international users as well, with a focus on:
- Italian heritage
- Certified quality
- Product versatility for different markets
During major international trade fairs (SIAL, ISM, Fancy Food, Gulfood, TuttoFood, Cibus, FHA, Anuga, and Sweet&Snacks), Vicenzi Group strengthens its online visibility with dedicated posts and targeted communication campaigns.
The power of authentic storytelling
Vicenzi Group demonstrates that an effective communication strategy stems from authentic and consistent storytelling, capable of uniting:
- Family values and tradition
- Digital innovation and emotional storytelling
- Transparent communication on sustainability and quality
An example of excellence in confectionery branding, with a distinctive approach in the B2B food landscape.
Source: Sustainability report