Grondona is an Italian family-owned company that has been making cookies, biscuits, and pastries since 1820.
Tradition and love for what is good is printed into Grondona’s DNA. A stubborn passion for genuine ingredients and the terroir where they grow, combined in the family’s recipe book is the core of a beautiful story. The Grondona family combines family values with refined industrial technologies and craftsmanship.
However, you could only find these delicacies within the borders of Italy. What a shame!
Grondona wants to position its brand and products outside of Italy for the first time in 200 years. How to start this?
As a digital marketing agency focussed on internationalisation, we created a solid customer journey experience for the end-users, generating and feeding awareness and consideration toward the brand in Belgium, The Netherlands, Germany, Spain and France.
Different consumer behaviour insights, trends and competitor analyses were conducted to mature a deep understanding of the market characteristics. A second wave of research followed, focusing on the ideal market fit in every country.
We opened several commercial channels to position and distribute the Grondona products and implemented an international and multilingual website and social networks to attract new fans from all over Europe. This helped us to measure traction and open physical channels of distribution in the ideal target regions.
In a few months the main products of Grondona showed up in 1st position in SERP.
Because of continuous SEA testing, we could improve the cost per click drastically, until a CPC of 0,37€.
Distribution channels opened in BENELUX combined with digital local ads to target local customers.
Grondona is available in Spain too.
Retailers opened and ads-supported in France to target customers.
