The Apulian flour company conquers the general public with five new product lines and a communication campaign dedicated to a more competent consumer in terms of dough, who uses a different product for bread, pizza, pasta and desserts
To the delight of the female audience, Luca Argentero is back on TV, practically at all hours, with a new commercial that sees him busy kneading, in front of a pastry board. Pasta, bread, pizza, Argentero prepares everything for his happy family on the screen, in favor of the camera, concluding with the claim “Farine Molino Casillo, for your every wish… in the kitchen”. The commercials are those of the new line of flours with which the Apulian company Molino Casillo aims at a more home-grown market, but at the same time more competent in terms of dough. Argentero was chosen as a testimonial because he embodies the ideal of a handsome actor, but not a model, familiar (he has also recently become a father) and loved by the general public.
The name change, the new products, the advertising campaign
New products, advertising, new packaging and what is defined in marketing as rebranding: this is the whole corollary of a broad communication plan with which the Apulian company is implementing an "image and product repositioning" operation, such as calls Vito Maurogiovanni, Molino Casillo's commercial and strategy director.
It starts with what marketers call rebranding, that is a change of name, which from the more formal Casillo Group becomes Molino Casillo, to remember the first mill from which the progenitor of the Vincenzo family started in Corato, in the province of Bari, back in 1958, as Francesco Casillo, president and CEO of the group, recalls. The Italian wheat family then expanded to become a leader in the sector, with 14 mills in 9 Italian regions.
The change of packaging also goes in this direction, with the new packs in pastel colors designed to give clear messages and in FSC-certified paper, i.e. from responsibly managed forest sources, completely recyclable.
Five lines of flour
It may have been the cooking spirit of lockdown, it may have been the yeast anxiety that cannot be found, but it is a fact that today's consumers have become more attentive to the flours they buy. This is why Molino Casillo has decided to present to the general public five new lines produced from 100% Italian wheat, between durum wheat semolina and soft wheat flour.
We start with Ad Hoc, which are divided according to the type of preparation: bread, pizza, pasta, desserts. Among the essentials of Molino Casillo are Type 1, Type 2, organic and wholemeal, which meet the needs of the most demanding home bakers and pizza makers. The Prime Terre line is dedicated to the regions and the regions represented come from a controlled supply chain in collaboration with the Coldiretti farmers: Campania, Tuscany, Puglia. The Specials are high-quality flours and semolina from wheat and cereals, which are distinguished by the type of crop and grinding: here there are single-origin products such as Senatore Cappelli, there is Kamut and there are also rice and spelled flours. and chickpeas. Finally, there is the author's semolina line, which are dedicated in particular to certain types of preparations, such as semolina for panzerotti, the ground one for focaccia, the one for shortcrust pastry, the wholemeal one for pasta.
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