From Panettone to Icon

The story of the “Il Panettone dei Milanesi” campaign represents a success journey that transformed Il Viaggiator Goloso^® panettone into a Christmas icon for Milan and beyond. It all started with a large billboard in 2017, which marked the beginning of what is now a traditional presence on the walls of Milan during the holiday season.

The challenge: increasing sales of Il Viaggiator Goloso^® panettone

In 2017, Il Viaggiator Goloso^® tasked us with creating a campaign to build on the sales success achieved in 2015 with the launch of their first temporary store Il Viaggiator Goloso^® and in 2016.

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The idea: creating a local icon

The strong sales success of previous years gave us the opportunity to launch a campaign that marked the beginning of the connection between the product and the city. The large billboard in 2017 kicked off a campaign that was repeated in the following years with the same claim and iconic image, featuring only subtle variations, becoming a fixture in the minds of Milanese during the holiday season.

A symbol that became something more

Over the years, Il Viaggiator Goloso^® panettone has evolved into such an iconic product that, in 2020, the “Panettone dei Milanesi” became something more. In a campaign during the COVID era, it was positioned as a symbol that evoked the happiness of past and future Christmases, at a time when only four people could sit at the table.

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From Panettone to Icon

The challenge: increasing sales of Il Viaggiator Goloso® panettone

The idea: creating a local icon

A symbol that became something more

The challenge: increasing sales of Il Viaggiator Goloso^® panettone