(Service / Branding)
Below-the-Line Communication and Materials for Food
Below-the-line (BTL) materials are communication tools that reach a precise target through direct contact, to push people who are already close to buying into action.
They step in at the moment of choice and drive conversion.
Since 2010 Erbacipollina has designed below-the-line materials exclusively for Food & Beverage.
The Food Sensitivity lets us choose the most effective tools based on the product, the channel, and the Food Buyer Personas, turning every material into a concrete sales tool.
(In sintesi)
In summary
- What we do, we design below-the-line materials for food, like flyers, brochures, and trade show materials.
- How we work, first the analysis of Food Buyer Personas and objectives, then the choice of tools.
- Method, Food Sensitivity applied to BTL marketing strategies.
- Who it's for, agri-food companies that want to convert a precise target across retail, HoReCa, and trade show channels.
Want materials that drive purchases?
(Service)
Our Below-the-Line Communication services
If ATL makes a brand known to a broad audience, BTL pushes people with a profile similar to the ideal customer into action.
It works because it creates direct contact with people interested in the product who are close to the purchase decision.
(Area)
BTL Tools, Online and Offline
We design flyers, coupons, and brochures, materials for in-store promotions and event sponsorship, right through to materials for trade shows like Marca, Tutto Food, Sigep, Cibus, and more.
On the digital side we work on activities aimed at defined audiences, such as email marketing, search engine marketing, proximity marketing, influencer marketing, and digital PR.
(Materials)
Materials Coordinated with Brand Identity
Every below-the-line material is designed in continuity with the brand identity and with the other communication tools. This way the brand keeps the same expressive strength at every touchpoint.
Catalogs, sales folders, and materials for the sales network become working tools that help buyers, agents, and distributors present the product clearly, highlighting its positioning and strengths.
(Why us)
Why choose a food-specialized agency for BTL?
Because a BTL material only converts if it speaks the language of the right niche, and in food that language has precise codes.
Erbacipollina designs below-the-line materials exclusively for Food & Beverage.
We know the dynamics of retail, HoReCa, and trade shows, which is why we develop tools that genuinely support the work of the sales network and make it easier to choose the product.
A BTL project with Erbacipollina leaves you with concrete assets:
- Flyers, coupons, and brochures for direct contact.
- Materials for in-store promotions and trade shows.
- Catalogs, sales folders, and tools for buyers.
- Digital BTL activities aimed at a target audience (contests, marketing automation, and UGC).
- Materials consistent with the brand identity.
(Projects)
Projects that speak for us
For Patarò, we produced the below-the-line materials, catalogs, company profile, trade show stand, and consumer and trade advertising pages for the new gnocchi brand.
For Melegatti, we produced the Christmas catalog and the below-the-line materials supporting the seasonal line.
For Tassoni, we produced the below-the-line materials and multichannel activities supporting retail and HoReCa, from billboards to promotions.
For Artica, we produced the catalogs, sales folders, buyer materials, and the stand at Sigep.
You'll find our other work in our portfolio.
(Parliamo)
Want materials that drive purchases?
Frequently asked questions
What are below-the-line materials?
They are communication tools that reach a narrow target through direct contact — flyers, coupons, brochures, trade show materials, and in-store promotions. They're built to push people who are close to buying into action, rather than to build mass awareness.
What's the difference between below-the-line and above-the-line?
Above-the-line uses mass media, like TV and billboards, to make a brand known to a broad audience. Below-the-line targets a precise niche, through direct contact, and aims at conversion. The two levers often work together.
Is below-the-line only offline?
No. Besides flyers, brochures, and trade show materials, it includes digital activities aimed at defined audiences, such as email marketing, search engine marketing, influencer marketing, and digital PR. Online and offline work together.
How much does a BTL materials project cost?
It depends on the number and type of materials, digital activities, and trade show presence. Erbacipollina develops tailored projects, with full transparency from the quote stage.