1.276 appearances on both free-to-air and pay-TV channels in the news, entertainment, culture, lifestyle, musique, and cinema sections, for a total audience of 27.829.703 contacts. A TV campaign of great impact to make Italian consumers aware of all the quality of a European meat of excellence, coming from the third major French cattle breed by number of heads.

Filmed between the Pyrénées-Atlantiques, Aquitaine, Occitanie and Piedmont in Summer 2020, this commercial is inspired by its claim – “Naturally tender”, at the centre of all the communication campaign. A concept which is well fit for its 30-second duration, during which all the protagonists of the production chain – from French and Italian farmers to butchers and chefs – take the floor. A creative choice which aims at pouring the authenticity of the production into its communication, where even the characters’ performance is totally natural. Exactly like the pastures in the French Pyrenees and the thoroughly-selected and territorial diet of the animals in the Italian farms, all features that give life to an exceptionally lean and tender meat.

This commercial’s realisation is part of “Blonde d’Aquitaine. European Beef Excellence”, a three-year project (2020 – March 2023) of information and promotion co-financed by the European Union and managed by Asprocarne Piemonte and France Blonde d’Aquitaine Sélection. Among all the planned communication activities a dedicated website and social media pages and the organization of events and workshops can be found.


Concept and communication strategy PG&W
Production company Multimagine
Direction Ezio Foresti
Photography Giuseppe Cella
Editing Massimo Mannucci