(Department 03)
(Area del dipartimento)
Calendario editoriale food, advertising regionale, influencer marketing, digital PR, community management, social listening verticale food. Presidio canali per brand food & beverage italiani: lineare GDO, dinamiche di sell-out, codici di scaffale, calendario fieristico HoReCa.
Instagram, LinkedIn, TikTok, Facebook, depending on the target audience. Food TikTok is growing for younger consumer brands, LinkedIn covers the relationship with retail (GDO) and HoReCa buyers, and Instagram remains the core brand channel. The choice is guided by the Food Buyer Personas applied to each individual project.
It depends on the platform and the brand's stage. Instagram: three posts plus three to five stories plus one reel a week is the standard baseline. TikTok: three to five videos a week during the growth phase. Frequency is calibrated to the Italian food & beverage calendar.
Yes, if the influencer is vertical to food and the message is consistent with the brand. We work with Italian food creators (chefs, food bloggers, reviewers) selected against the Food Buyer Personas. We measure conversion through tracked links, dedicated discount codes and lift studies with retail partners.
We use The Flavour Index, our food-vertical social listening asset. It cross-references mentions, sentiment, share of voice and the activity of direct and adjacent competitors. The team's food sensitivity turns signals a generalist tool would classify as noise into strategic insights for the brand.
In-house, by the Erbacipollina team. Food community management requires sensitivity to tone and speed of response on food crises, recalls and supply-chain controversies. It can't be outsourced to generalist moderators without reputational risk to the brand.