Pizza is about sharing, the crust is art.
It all started with an ambitious goal: bring Farina Vesuvio, a professional-grade flour beloved by Neapolitan pizzaioli, directly into the kitchens of all pizza enthusiasts through its launch in retail. This premium flour—guaranteeing perfect hydration, textbook crumb structure, and a crust worthy of the best pizzerias—became the centerpiece of a full-fledged brand activation project.
To showcase its technical qualities without losing appeal to the consumer audience, we created a format combining social challenges, influencer marketing, content creation, and physical experiences: thus was born "Master del Cornicione", a challenge open to the entire pizza-loving community.
It all starts on social media, with a content strategy highlighting the quality and performance of Farina Vesuvio. The narrative comes to life through a dedicated photoshoot and a series of content created with ambassador Antonio of Malati di Pizza, a well-known face among true Neapolitan pizza enthusiasts.
The real push, however, comes from the limited-edition special box, available on Molino Vigevano’s e-commerce: inside, everything needed to try the perfect crust at home and apply to become the ‘Master del Cornicione’ of the month.
A dedicated landing page collected user applications, turning every pizza into shareable and votable content. Engagement was further amplified by the opportunity to be selected as a special brand ambassador during the Lievitamente festival, and to meet the community in person like true pizza professionals.
The result? 90 million impressions in the first months of the campaign, 2,000 special boxes sold, 500,000 website visits, and over 800 participants in the challenge.
A project that combined digital and real-life experiences, turning a simple flour into a symbol of shared passion, with a community that literally got their hands in the dough.