Heinz’s original action at San Siro: “Proud Sponsor of Calcio Mangiato”
The Dude Milano agency has been in charge of the advertising campaign
Heinz’s action at San Siro is a tribute to the owners of the food stops outside the stadium.
Italy is a passionate country like few others. If you add football and food to that, you have the perfect mix. And the Italian “tifosi” have different rituals when it comes to eating before going to watch a game, whether at the stadium, at home or in a restaurant.
The Italian fan’s most recognized association with football is the sandwich. And the reason for the new Heinz campaign, titled “Proud sponsor of Calcio Mangiato” and which pays tribute to the sandwich makers located outside the San Siro stadium in Milan.
“Proud Sponsor of Calcio Mangiato” is the title of Heinz’s action before a match at San Siro organized by the Dude Milano agency. The situation arises that the stadium is publicly owned and is shared by Milan and Inter Milan, so both fans dine at the same beach bars outside the stadium.
Mauro, Sofia and Ruggiero are the protagonists of the Heinz action, whom the brand recognizes as “Stadium Heroes.” The three are very close to the stadium every weekend, but they have never gone to watch a game as true fans.
The sauce brand gave them the opportunity to enter the stadium. To do this, he brought in three influential Italian chefs to take charge of the flow of sandwiches so they could watch the game. Once inside, the three received public recognition on the video scoreboard and a standing ovation from all the Italian fans.
The campaign has premiered on television and the brand’s digital channels. For their part, the influencers who participated also covered the activation on their channels.
Watch | Vimeo
