.svg)
.png)
Food and Beverage
Digital Marketing
Acetaia Giusti: Elevating Made in Italy Balsamic Vinegar in China through Genuine Creator Storytelling
Acetaia Giusti: Elevating Made in Italy Balsamic Vinegar in China through Genuine Creator Storytelling
Challenge
Bringing the world’s oldest balsamic vinegar to China
Giusti, the world’s oldest acetaia founded in Modena in 1605, set out to grow its presence in China, a fast-rising market for gourmet food and Italian heritage. Our goal: to raise awareness and appreciation of Giusti Balsamic Vinegar among Chinese consumers, especially young, urban, lifestyle-oriented audiences, by engaging them in an authentic way and inspiring the everyday use of balsamic vinegar in cooking.
Solution
Strengthening Giusti’s presence through authentic connections
• Product Seeding: To build an authentic connection with the local audience, we launched a product seeding program involving carefully selected KOCs (Key Opinion Consumers) in the food & beverage and lifestyle sectors, with a particular passion for culinary mixology. These KOCs were invited to freely test the product and showcase Giusti Balsamic Vinegar in real gastronomic contexts, generating spontaneous and genuine content (from refined recipes to innovative cocktail creations using balsamic vinegar).
• Collaboration with Sales KOLs: In parallel, we supported Giusti in collaborating with Sales KOLs (Key Opinion Leaders) with proven ROI in the relevant categories. These KOLs presented and promoted the products through live streaming sessions and exclusive WeChat group publications, ensuring direct engagement with their communities.
Outcome
Reinforced Giusti’s positioning as a symbol of Italian excellence in China
The campaign delivered strong results, strengthening brand visibility and consumer trust while creating authentic engagement with target audiences.
Key Highlights:
• Increased brand awareness among selected targets, particularly cooking enthusiasts and modern lifestyle consumers.
• Organic engagement and credibility, with KOC-generated content driving direct interactions on Chinese platforms thanks to its authentic, unsponsored format.
• Measurable ROI from Sales KOL activations, with direct conversions in the food & beverage categories.
• Reinforced positioning of Giusti as a symbol of Italian excellence within the Chinese market.
