In 2023, Cuore expanded into the large and varied savory baked goods market with three new legume flour crackers. This was a new departure for Cuore, confirming its position as a health-focused multi-product brand across a range of consumption occasions.
Jinglebell promoted this significant transition for the brand with a targeted campaign. The overall aim was to tell the story of the products and their qualities. At a conceptual level, the campaign draws on the fact that these were the first Cuore products to take a solid form (the brand is famous for its vegetable oils). The healthy diet already associated with Cuore takes on "a new form": a claim that emphasizes novelty, recalls the brand's centenary experience, and introduces a new dimension - sound - via the sound-bite crunch of the cracker, played to accompany the iconic Cuore logo.
The rhythm produced by the crunchy bites emphasizes consistency, while simultaneously referencing the great taste of the product. This combination of image and sound (a storytelling element that has always been close to Jinglebell's heart) underlines Cuore's mission, while maintaining focus on the importance of constancy in looking after our health.