Wed Jan 22 21:22:29 IST 2025: ## De Cecco Pasta and Jannik Sinner Serve Up New Advertising Campaign
**Rome, Italy – January 22, 2025** – Italian pasta giant De Cecco and world number one tennis player Jannik Sinner have teamed up for a groundbreaking new advertising campaign, launched during the Australian Open. The multi-year project, developed by advertising agency Pomilio Blumm, uses a unique “Narrative Matching” technique to highlight the shared values of passion, precision, and global excellence between the athlete and the brand.
Directed by Ago Panini (known for his work with Julia Roberts and Penelope Cruz), the campaign features a series of authentic “biopic”-style commercials showcasing a previously unseen side of Sinner. The ads, airing across television and social media in 25 different formats, aim to create an emotional connection with viewers beyond traditional advertising.
The initiative, a significant investment involving a multidisciplinary team including MCM, Smart-Factory, and various digital professionals, initially targets the Italian market but supports De Cecco’s broader international growth strategy. Sinner’s global appeal will be instrumental in expanding the campaign’s reach.
This campaign launch coincides with a period of strong growth for both De Cecco and Pomilio Blumm. De Cecco reported a record €680 million in revenue in 2024, an 8% increase, and announced a five-year plan aiming for €1 billion in turnover. Pomilio Blumm also saw significant success, experiencing an 18% revenue increase and earning recognition in major Italian business rankings.
The agency has also launched the “Narrative Club,” an initiative celebrating Italian entrepreneurial excellence, further emphasizing the campaign’s focus on Italian quality and prestige. This collaboration between Sinner and De Cecco promises to be a long-term strategic partnership, capitalizing on the athlete’s rising global profile to boost the brand’s international presence.
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