Please, touch and taste our art
Client
Conservas Pinhais
Services
- Marketing & Advertising
Year
2022
how to communicate an immersive museum in which the visitor is part of the experience?
-
the brand
Founded in 1920, Conservas Pinhais is a Portuguese artisanal canning brand that has achieved international renown. Its success is rooted in centuries-old recipes, the quality of its ingredients and its family spirit, celebrated through the Conservas Pinhais Factory Tour living museum.
-
the challenge
Conservas Pinhais wanted to invite tourists to visit this living museum, communicating it as a unique experience where visitors not only observe, but also touch, feel, smell and taste this art. The key point of the campaign was to emphasise this sensory immersion, which is so unusual compared to other traditional tourist activities.
-
the story
"Please, touch and taste our art" thus gave life to the campaign that set out to highlight the uniqueness of the Conservas Pinhais Factory Tour, with an integrated strategy that invited the target audience to get actively involved in the experience, exploring the senses and finding new ways to celebrate art.
The signature 'Please, touch and taste our art' was inspired by the distinction between traditional museums, where observation is the norm, and the Conservas Pinhais Factory Tour, which embraces sensory immersion. Unlike "Please, do not touch", the appeal was clear: please, touch and taste our art.
The campaign's communication was accompanied by the adaptation of various famous works of art with Conservas Pinhais products, creating a playful connection between arts such as painting and the art of producing traditional products.
The entire campaign was linked to various traditional and digital channels, including the website, display ads, social networks and even the iconic trams in Porto.
With the aim of attracting organic traffic, two articles were also produced for the Conservas Pinhais blog - one contextualising the Conservas Pinhais Factory Tour experience and the other with suggestions for a tourist itinerary of Porto and Matosinhos.
The 'Please, touch and taste our art' campaign evokes a distinctive and original museum experience, with a sensory journey that involves visitors and brings them closer to a brand that has been winning over its consumers through taste.
