CLIENT
Marconi Foods
DESCRIPTION
The Marconi Brand Family of Food Products has been synonymous with the Original Chicago Style since V. Formusa Co., Inc was founded back in 1898. For over 120 years, they've been delivering top-quality food products to the Chicago area, and now their reach extends all across North America. Evolving the brand tone while maintaining its integrity was quite the balancing act, but Celtic stepped in to help Marconi Foods find the perfect blend. We crafted a new whimsical, family-oriented narrative and used social and digital channels to spread the word far and wide.
SERVICES
Rebrand Campaign
UX/UI Strategy
SEO
E-Commerce Website Design & Development
Social Media User Engagement Campaign
Recipe Video Production
Tradition Meets Modern
BRANDING BUILT ON HERITAGE
Celtic reimagined Marconi Foods' brand narrative by delving into the heart of the company's history through interviews with family members. These conversations provided invaluable insights into the essence of the brand, its values, and its unique story. Building from this rich heritage, Celtic set out to modernize Marconi Foods' brand tone while preserving its century-old legacy. By infusing a fresh and contemporary voice into the brand, Celtic connected Marconi with a new generation of consumers while maintaining the loyalty of existing ones. The benefits of modernizing a 100-year-old brand were evident and created a bridge between the past and the present while ensuring its relevance for years to come.
A Century of Fine Foods Reimagined
CREATING A MODERN WEB EXPERIENCE
Celtic revitalized Marconi Foods' online presence by crafting a modern web experience that resonated with contemporary consumers. Leveraging sleek design elements and user-friendly navigation, Celtic ensured that visitors to the website were greeted with an engaging and immersive digital experience. To further enhance the brand's new tone, Celtic infused playful yet informative recipe videos that showcased Marconi Foods' products in innovative and tasty ways. These videos not only captivated audiences with their creative flair but also showcased the versatility of Marconi Foods' products by incorporating them into everyday indulgences.
The new website was center of the new Marconi brand.
INVITING CONSUMERS TO "TOP THAT"
Celtic launched the “Top That” campaign, inviting giardiniera enthusiasts to get creative and share their homemade recipe videos on Facebook. The campaign was developed to not only drive awareness and engagement for the brand, but to demonstrate that giardiniera is so much more than a topping for Italian beef sandwiches. The response was phenomenal. Marconi saw a 100% surge in impressions and reach, with more than 2,000 views on the videos and a remarkable 172% boost in engagement.
Building consumer connections through social engagement
172%
increase in engagement
A SPICY SOCIAL MEDIA CAMPAIGN
The “Top That” social media campaign, a crowdsourcing campaign that encouraged giardiniera lovers to create videos sharing their favorite recipes, delivered a 100% increase in impressions and more than 2,000 video views.
DANIELLE VITOGIANNES, CELTIC, VP OF EXPERIENCE
“Embracing tradition and igniting innovation; this legacy brand's timeless heritage met the digital age to embark on an exciting journey to redefine modern engagement. Celebrating Marconi's rich history while igniting new connections through immersive digital experiences and captivating social contests, Celtic savored the essence of tradition and embraced the excitement of the future.”
CONSUMER FOODS
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