Mozzarella di Bufala Campana DOP advertising triggers joy and sales growth

An emotional analysis conducted by Emotiva for Publitalia ’80 reveals that viewing television advertisements for Mozzarella di Bufala Campana DOP triggers feelings of joy and surprise. The study, which utilized facial micro-movement analysis based on the theories of psychologist Paul Ekman, observed the activation of 43 facial muscles in a sample of 144 adult purchasers.

The summer advertising campaign, featuring actress Serena Autieri and a musical motif based on a Neapolitan classic, aimed to strengthen the product’s positioning, authenticity, and territorial connection. Results showed high engagement levels at 89% and attention levels at 74%, both exceeding industry benchmarks. The Global Index for the communication reached 90%, indicating a high positive impact.

Following the campaign, the brand saw a slight increase in awareness and a significant 17.2% growth in declared purchases over the last month. Additionally, memory recall for the advertisement reached 63%, and over 86% of the sample recognized the product’s strong connection to its territory.