TEAMS BEHIND THE SUCCESSA RECIPE FOR ROME

In the last few years, the state of recreational areas in Rome has deteriorated due to a lack of funds for maintenance. Because of this,

Cesare Fiorucci has chosen to commit itself to the city, not just by providing high-quality food for daily consumption, but also by

supporting activities and projects aimed at improving the quality of people’s lives. How? With “Una Ricetta per Roma”, a project developed

in collaboration with Roma Capitale, intended to renovate playful areas in Rome.

The idea of developing such a project came out in the last months of 2016 after a partnership with an external communication agency was

settled. This project, which we are proud of, is dedicated to the citizens of Roman neighbourhoods.

Context

Roman citizens are asking for a much more livable city, and they are sensitive to brands that commit themselves towards this direction.

Because of this “Una Ricetta per Roma” aims to renovate playful areas in city parks and —throughout 2018— include projects in all Roman municipalities. The goal is to make at least one intervention in each Municipality in 2018. Since the plan is for Roman citizens, they can

suggest the next interventions onhttp://unaricettaperroma.fioruccifood.it./

Main Objectives

During July of 2017, the company has begun its interventions of requalification and renovation, starting in four di�erent playful areas in four city parks. As a first intervention, Fiorucci has chosen to operate

on recreational areas, as they represent a point of reference for families. Right after the completion of each intervention, a block party

was launched to inaugurate the restored areas, and all inhabitants were invited to join the event.

The company has decided to allocate its resources on this project to strengthen its bond to the city of Rome. A relationship that has started

through its products, which have been in Romans’ lives for the past 160 years, but also by supporting any projects aimed at improving the

lives of Roman citizens, who have been sustaining the company throughout the years. Fiorucci has always identified itself with Rome

and Roman citizens, and it is to customers that the company wants to give back the trust granted to its brand.

The Project

As Fiorucci’s Brand Manager, he has been working in Fiorucci for eight years,

starting on the trade function and getting to the marketing one, where he still operates.

She is a Marketing Assistant, who has been working with the company for almost two years.

Before joining Fiorucci, she gained work experience within

the personal care segment.

Also a Marketing Assistant. She has recently joined the

company, after taking a BA in Marketing, showing all her

newly acquired knowledge in this project.

Andrea Capone Simona Mantovani Je�ica Alvisini

The project has been carried out with the help of a communication agency, which has been responsible for contacting the di�erent municipalities and identifying those areas that most

needed the company’s support.

In July 2017, Fiorucci organised a press conference, which was attended by the Department of Defense and Environmental Sustainability of Rome, in collaboration with the Roman Municipality to present the initiative and inform Rome Homeowners’ Associations

about the planned interventions of implementation and requalification of playful areas. In order to inform people about the initiative and ask for recommendations about future interventions, a web page was developed, and Roman citizens were asked to write down

suggestions on the website. Furthermore, to boost engagement and update customers on the status of each intervention, Fiorucci launched a Facebook page, which has reached

over 400,000 users and generated over 6,000 interactions so far. Besides, Fiorucci managed to reach its customers by an integrated in-store activation program all over the city. For each inauguration party, an event of Facebook was set up to make sure all the inhabitants of the neighbourhoods involved were informed. During these inauguration parties, free pizza with mortadella Suprema was distributed along with funny gadgets,

such as frisbees and balloons.

Project Management

The main challenges that the team had to face were establishing a new form of relationship between the public and the private sectors,

the involvement of external companies specialised in the installation of equipment and structures up to code, and the proactive collaboration

of public institutes, such as the Department of Defense and Environmental Sustainability.

Challenges

The first two interventions involved a full restyling of the playful area in Villa De Sanctis (5th Municipality) and the installation of swings and new games, accessible by kids with disabilities too, in Parco Corto Maltese del Torrino, in the 10th Municipality. In September, new installations were made in Parco Villa Lais in the 7th Municipality,

and in Via Giuseppe Vanni in the 12th Municipality.

And for Fiorucci the strengthening of the relationship between the company and its customers and the opportunity to prove its sensitivity

to issues like CSR, has been a fantastic result due to this project.

Results

There has been a very positive feedback from citizens, who have not only enjoyed the inauguration parties but have also highly appreciated

the company’s commitment to giving back to kids what belongs to them. Fiorucci has been able to show its sincere appreciation for the

city of Rome and make its contribution to the cause.

People’s feedback