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Ninì: baby food with organic products from the Marche region

Grilli fabbrica alimentare S.r.l. is in the business of creating ready-made deli products and fresh pasta. Every day it produces ready-made delicatessen products and fresh pasta in the traditional way, made with artisan care and the efficiency of a state-of-the-art laboratory. 

About a year ago the company launched the brand "Ninì - Baby Food" organic, healthy, sustainable food products linked to the culinary tradition of the Marche region.

The design challenge conceived by the Upskill 4.0 team in collaboration with Roberto Grilli, founder of the company, is to map out a positioning strategy that, through the identification of the right channels and communication, will promote the new brand Ninì baby food to the B2C market using digital tools.

And this was a challenge within a challenge for the students of theITS Tourism Marche because they had to map out a positioning strategy for a product that has not yet been launched in the market and is still in the testing phase. With project manager Sofia Ressia, the students studied the context, analyzed the online communities of new parents, who are increasingly attentive to baby food, and understood that trust also comes through attractive packaging. They created a new branding strategy for Ninì baby food, consisting of a mascot, a landing page dedicated to the new product, and a traveling outdoor launch event.

For Roberto Grilli, seeing the final presentation was very exciting. "It was not obvious to follow our directions. I return 'to the store' with a greater awareness of how to grow this project, which for me is a dream that with you takes more substance." 

This project is part of the "Upskill" project of Fondazione Cariverona and Upskill 4.0, with UniCredit as a partner. The main objective of the initiative is to develop innovation projects by enhancing territories and businesses in the provinces of Verona, Vicenza, Mantua, Ancona and Belluno through the involvement of young ITS students.

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