"We Are Together" is the new multi-channel campaign organized by ICE and Alibaba Group to promote Italian agro-food culture and lifestyle in China.
After the launch of helloITA, the first and only brand hub of a country present on the Alibaba platforms, with over 100 Italian brands, the Italian agency for internationalization and the Chinese giant once again join forces with a promotional initiative, from February 2th to March 10th.
Shanghai, Hangzhou, Wuhan, and Nanjing are just some of the Chinese cities where there will be events, interactive games, prize competitions, tastings and cooking shows in the Freshippo supermarket chain stores, whose app will also launch a series of online geolocalized promotions , inviting consumers not only to taste authentic Italian cuisine in traditional stores, but also to buy authentic Italian ingredients online.
A multichannel campaign, therefore, that "focuses on an effective integration between the online and offline sphere to offer the Chinese consumer a unique and personalized experience, by discovering the best that Italy has to offer in terms of products and services" explains Rodrigo Cipriani Foresio, Managing Director of Alibaba Group for Italy, Spain, Greece and Portugal. "A key element of Alibaba's New Retail model - the manager added - that leverages digital innovation to allow companies to design their own strategy and branding, and to reach millions of Chinese consumers, both on the group's online platforms but also at physical points of sale such as the Freshippo chain".