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Uplift in Brand Recall
Viewability
CTR
Unigrà S.p.A. is a leader in vegetable-based semi-finished products for the global food industry. Its brand OraSì represents the company’s plant-based innovation, offering beverages and creams that combine Italian quality and full supply chain traceability. OraSì is steadily building recognition among health-conscious consumers in Italy and abroad.
OraSì set out to strengthen its position in Italy’s fast-growing plant-based category, where competition is intensifying and consumer expectations are high. The brand wanted to connect with health-conscious consumers who actively choose plant-based nutrition as part of a balanced lifestyle, focusing on the key regions of Emilia Romagna, Lazio, Piemonte, Lombardia, Puglia, and Toscana. The key challenge was twofold:
The campaign combined Reach and Engagement media strategies, designed to balance awareness with qualified interactions. At the core was Adlook’s AI-powered targeting technology built on a deep, human-like understanding of content and people. Proven Smart Audiences delivered scale by effectively reaching health-conscious users across premium environments. To add hyper-precision, we created a custom segment of consumers who follow a balanced diet, regularly choose plant-based products, and show strong interests in cooking, technology, and continuous learning - perfectly aligned with OraSì’s brand values.
Equally crucial was the role of Creative Lab, which developed bespoke rich media banners exclusively for OraSì. These formats amplified the brand’s natural positioning while standing out across premium placements, boosting both visibility and performance.
Finally, a Brand Lift Study measured the campaign’s impact on Aided Brand Recall, connecting media exposure directly
to strengthened consumer memory.
"With this campaign we achieved both visibility and relevance in Italian regions that are crucial for our growth. The precision of the targeting allowed us to reach consumers who are truly aligned with our brand values, while the creative executions helped us stand out and be remembered. The results confirmed that OraSì can compete at scale in the plant-based category while staying true to our promise of quality."
Claudio Chinnici,
Global Consumer & Trade Marketing Manager Retail, Unigrà
The campaign demonstrated how AI-driven targeting and Creative Lab execution translated directly into measurable brand outcomes:
“OraSì’s goal is to build, over time, a strong and meaningful relationship with an increasingly discerning and demanding audience.
That’s why we have carefully defined the role of each channel within the media mix, ensuring on one hand a broad and qualified reach, and on the other the ability to engage audiences who show genuine interest.
Thanks to Adlook’s advanced targeting solutions, we were able to reach the right people at the right time, achieving high levels of viewability and interaction – reliable indicators of true engagement and focused attention.”
Erica Cevoli,
Media Director, Expansion Group
This campaign shows how brands from low-involvement categories can move beyond awareness to build genuine connections with their audiences. By uniting audience reach with qualified traffic, OraSì established a framework for future growth: one that can scale into adjacent segments and expand across additional regions while keeping performance benchmarks high. The approach opens clear pathways to broader impact and stronger consumer loyalty in the fast-growing plant-based category.
"This collaboration with OraSì and Expansion Group shows how AI-driven audience precision and creative excellence truly reinforce each other. The uplift in brand recall is more than a metric – it’s proof that effective attention translates into real-world impact. By uniting data intelligence with bespoke storytelling, we turned engagement into tangible business outcomes."
Stefano Leccese Renzetti,
VP of Sales, Adlook Italy
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