Between origins and innovation Over the last year we have seen you collaborate with artists from the Italian rap world and close to the younger generations. Where does this very strong marketing choice come from? This choice has deep roots in our identity as a brand. When we founded Yummer's, we understood that the world of cereals had a strong association with celebrities, especially in the United States, where this trend had already been established for years. Upon entering the Italian market, we identified a lack of "disruptive" proposals and innovative collaborations in the food sector, especially among cereal producers. Thus, through specific studies, we have understood how urban culture in Italy has taken on a predominant role in the lives of young people. Influencing clothing choices, musical tastes and much more.
We have remained faithful to the American style in the choice of flavors and in the design of our packaging and have introduced limited edition proposals in supermarkets. Thus involving a consumer target that is often more difficult to reach in this type of sales point. Our decision to collaborate with Italian rap artists fits perfectly into this strategy, and we were the first in Europe to propose this Belgium Phone Number collaboration formula. We believe that this type of partnership not only strengthens our presence in the Italian market, but also allows us to connect authentically with young audiences. Collaborations signed by Yummer's What are the criteria that help you establish your collaborations and that lead you to place certain figures alongside your cereals? Tell us about your creative and strategic process .
The criteria that guide our collaborations are closely linked to the recognisability and appeal of the figures involved. We therefore try to work with characters who enjoy a strong presence and who, in our assessment, have the potential to deliver a successful launch. Once an artist has been identified, we start a collaborative development process, actively involving the artist and her team in all phases of creation, starting with the selection of the desired flavours. The packaging design is a joint work and starts from a proposal based on our experience. Refined in detail, then, through the artist's contribution.