01
Food & beverage only, since 2010.
No client outside Italian food & beverage in sixteen years. A vertical focus by choice, turned into real depth on categories, shelf and consumers.
Food Marketing Agency
for Food & Beverage Brands
We're the agency that reads what makes a food & beverage brand distinctive and turns it into value people choose
Food & beverage is the only industry we've worked in since 2010. Our Food Sensitivity method reads products, categories, consumers and food culture to turn what usually stays implicit into brand identity, desirability and growth. It makes sensitivity to food measurable, not a matter of opinion.
(Why Erbacipollina)
02
Clients who stay.
Most of our clients have worked with us for over three years. That continuity is proof the method holds up long after launch.
03
Advisors, not order-takers.
We say what we think, even when it differs from the brief. We work alongside our clients as equals, with the food-specific depth a generalist network doesn't have.
04
A food-first team.
An in-house structure dedicated to food & beverage, backed by a stable network of collaborators. Forty professionals following every project through every phase, strategy and production included.
(Method)
The Erbacipollina method.
Our method starts with a single idea: Food Sensitivity. It's the lens we use to read a food brand before deciding how to act on it, trained inside the category since 2010. That lens gave rise to three proprietary tools, three applications of the same discipline. FBBP® applies it to the brand and sets its strategic direction. Food Buyer Personas applies it to the people who buy and pins down why they choose. The Flavour Index applies it to the market and listens for the signals moving through it. Together, they turn Food Sensitivity into a repeatable, measurable method, not an opinion.
See the method01(Asset 01 / 03)
FBBP®
The framework that sets up every food project upstream, before design, packaging or the campaign.
Four questions drive the work: which category do we really occupy, which insight sets us apart, which promise do we make to the consumer, in what voice. The answers shape every choice made across our three departments, Branding, Digital and Social.
- / Category strategy
- / Consumer insight
- / Value proposition
- / Brand voice
02(Asset 02 / 03)
Food Buyer Personas
Consumer insight and segmentation that get to the why behind the purchase.
More than a buyer persona. We study purchase behaviour, motivations, consumption moments and the choice criteria of who buys food in Italy. From that, we distil the essence, who they really are and what moves them, then turn it into targeting, copy and channel priorities.
- / Buyer segmentation
- / Purchase drivers
- / Paid targeting
- / Copy strategy
03(Asset 03 / 03)
The Flavour Index
The digital observatory for food & beverage.
Social listening, web monitoring and trend analysis across the food sector. We track owned brands, competitors and emerging niches to catch signals, conversations and opportunities before they go mainstream.
- / Social listening
- / Web monitoring
- / Trend forecasting
- / Competitive intelligence
Parmacotto
Brand / Strategy
Launching a new line by turning innovation into desirability.
Pfanner
Digital / Social
Juice and beverage communication for the Italian market.
Tassoni
Brand Identity
New Era repositioning and brand identity relaunch.
Nonna Rina
Digital / Social
The heart of the product becomes the heart of the communication.
(Services)
We cover the full scope of a brand's food marketing. Branding, Digital, Social.
(Brand identity)
Branding
01The face of your food brand. Brand identity, naming, packaging and a visual system that stays coherent across every touchpoint, built to hold up over time.
(Performance)
Digital
02A website isn't enough. We design measurable digital systems. Product pages that convert, paid campaigns built for food, SEO and GEO that bring qualified traffic and leads.
(Community)
Social
03Social strategy that turns attention into preference for your food brand. Weekly content calendars, paid on Meta and TikTok, monthly KPI reporting and organic growth.
(Insights)
Digital Food Marketing Services and Strategy for the Food Industry
Our digital food marketing services bring together strategy and performance for food industry companies. An integrated plan combines the levers that grow a food brand:
- brand positioning and food brand positioning
- paid campaigns built for food
- SEO and GEO
- website, e-commerce and content
- social and community
It doesn't start from off-the-shelf solutions. It starts with positioning analysis, mapping distribution channels (large-scale retail, HoReCa, e-commerce, independent retail) and profiling consumers and buyers. On that basis we build an integrated digital food strategy that's measurable and tied to a commercial goal. As a food web agency, we link every activity to a concrete result, in visibility and qualified leads.
Food Branding Agency and Brand Identity Development
As a food branding agency, we build a food brand's identity and keep it coherent over time. Logo, brand architecture, tone of voice and positioning all come from a single strategic framework. The goal is to set the brand apart from competitors on the physical and digital shelf, making its promise recognisable. The company's history and supply chain become value levers inside the brand narrative.
Food Advertising Agency and Multichannel Campaigns
As a food advertising agency, we design multichannel campaigns, across traditional and digital media, aimed at market visibility, lead generation and sales. Every campaign starts from a targeted digital food strategy. We build messages that reach the audience at the right moments in the customer journey, when they discover the product and when they decide to buy it, to maximise return on ad spend (ROAS).
Food Social Media Agency and Community Relations
As a food social media agency, we manage food brands' social channels and take care of their community. As a vertical food social media agency, we build content calendars tailored to the sector's audience, with visual storytelling and food copywriting. The goal is to turn followers into an active community made of loyal consumers and brand ambassadors.
Why choose a communication agency specialised in food?
Because food plays by rules generalist marketing doesn't know. The food industry demands vertical expertise:
- the logic and psychology behind food purchase decisions
- supply-chain constraints and seasonality
- labelling and claims regulations
These are things a generic method applied to food simply doesn't cover. Erbacipollina is a leading food marketing agency in Italy, working exclusively in food & beverage since 2010. Under one roof, we bring together strategy, packaging design, digital, social and expertise in food advertising regulation. The same specialisation shows in our editorial presence, with the Newsletter since 2013 and Daily Food News since 2021, read by thousands of food industry professionals.
(From the manifesto)
Food is never just food.
It's culture, memory, place, habit, desire, identity. It's a daily choice, but also a quiet statement of who we are, what we're looking for, what we recognise as familiar, good, right, ours. That's why we love food and beverage. And precisely because we love them, we won't settle for rhetoric.
Read the Erbacipollina manifesto(Frequently asked questions)
Things people often ask before we start.
What does a specialised food marketing agency do?
A specialised food marketing agency handles every part of a food brand's communication. It covers strategy and positioning, brand identity and packaging, digital and social campaigns, to grow a food brand's awareness and sales with expertise built specifically for the sector.
What are the benefits of digital food marketing for a food brand?
Digital food marketing reaches the right consumers and buyers with precision, where traditional media can't. It lets you tell the story of products and supply chain with measurable content, track results in real time, and support both physical retail and e-commerce.
How does working with a food marketing agency work?
Working with a food marketing agency starts with an audit of the brand's positioning and its competitors. From there comes a tailored, medium-to-long-term strategy, which can include an identity restyling, digital channel development and campaigns. We work transparently and stay focused on results.