Giana food brand launches first advertising campaign

The food brand Giana, owned by the company Gaston, has launched its first-ever advertising campaign titled ‘Giana mia!’. Developed by the agency McCann Prague, the campaign aims to increase brand recognition and connect the label with the promise of simple, delicious meal preparation.

The creative concept focuses on real-life, everyday household situations, such as unexpected guests or cooking at irregular hours, rather than idealized settings. The slogan ‘Giana mia!’ is intended to represent a spontaneous reaction to a successful meal. The campaign debuted in the Czech Republic in mid-August and will gradually expand to other international markets where the brand operates.

The campaign includes television and online spots, sponsored messages, and social media content. The commercials, directed by Luboš Rezler, utilize dynamic editing and a 1960s musical track, ‘Ma Che M'Importa’ by Giorgio Principi.