The communication strategy for Massimo Zanetti Beverage Group had to address two needs of the client.
First, financial communication of the IPO in the Milan Stock Exchange on the main international economic and financial newspapers.
Second, the communication strategy was also aimed at maximizing the brand visibility across the main American financial outlets and specific magazines of the coffee sector.
The choice of these US targets was significant due to the several brands owned by the MZB Group in the United States such as Chock full o’Nuts®, Hills Bros.®, Segafredo Zanetti®, Kauai Coffee®, MJB® and Chase & Sanborn®.
By diversifying our communication strategies, we managed to reach out to both target audiences according to the client’s needs.