Volpi Foods

People viewed prosciutto and other cured meats as occasional snacks, much like bacon. That limited the occasions they associated with the category.

We set out to reposition cured meats as a healthful, high-protein snack for everyday eating. The work started with what consumers believed and the role the product could play in their day.

I led brand strategy, media, sponsorship and content as Volpi expanded its consumer business and retail footprint. The job was to connect the company’s heritage with a relevant reason to buy and a clear way to reach people.

A family business with more than a century of history had a strong product story. The strategy gave that story a wider cultural setting and connected it to a more frequent eating occasion.

We crafted a partnership that made Volpi the Official Protein of U.S. Soccer and developed innovative integrations with shows like The Men in Blazers.

Soccer brought the brand into a conversation about everyday participation, performance and food. The programming integrations gave the partnership a voice and a place in the audience’s routines.

The work supported Volpi’s expansion across more than 100,000 points of distribution. It connected consumer insights, positioning, media and partnerships around the same commercial objective.

The important shift was the role of the category: a product people could consider more often, with a brand showing up in places that made that position understandable.