A Ukrainian-Italian confectionery: the product as a daily chance to catch a moment of pleasure.
Biscotti wasn't a one-off campaign or a “launch”. We ran the brand for several years running, on both Facebook and Instagram: content plans, shoots, copywriting, communities, comment moderation. Every day, with no gaps between seasons.
We built the strategy on storytelling — it felt like the format would suit the brand's character. The assumption held. And more importantly, the format went the distance. Anyone can come up with a good idea for one post; keeping it alive for years without boring the brand or the audience is a different profession.
The core idea: scenes with miniatures and content that builds reality out around a person. The biscuit stops being a biscuit and becomes the set for a small story.
