Expanding Italian Heritage into U.S. Leadership Positioning
Bertazzoni is a sixth generation premium Italian appliance brand. A market leader in Italy, the company partnered with Sharp to expand its footprint in the U.S. Our charge was to increase visibility, educate consumers and designers about the brand, and generate awareness around key product launches.
We took a 360-degree approach, deploying a comprehensive digital and PR strategy that engaged key members of the digital design community. Our integrated team focused on building a trusted network of interior design ambassadors, launching a product placement trade-out program and organizing trip to visit the brand’s headquarters “Casa Bertazzoni.” We leveraged ambassadors’ stories for PR and social opportunities, trade show appearances, and hyper-focused digital advertising campaigns across a variety of platforms.
Our strategy allowed the brand to build credibility through trusted third party advocates who helped communicate Bertazzoni’s rich cultural heritage and unique design positioning to their unique audiences. We launched in partnership with Brynn Olson, Orlando Soria and Antonino Buzzetta.
Sharp’s work significantly strengthened the brand’s credibility and digital presence in the US market through a rich lineup of content and media placements. In fact, the brand was recently ranked the #1 kitchen appliance brand in a third-party study of luxury brands.