Italian cookies and pastries
with a story baked in.
Matilde Vicenzi is a tradition you can taste.
Matilde Vicenzi has spent more than 100 years turning Italian cookies and pastries into an art form. Using traditional Matilde recipes, meticulous artisanship, and slow-baked techniques, they achieved legendary status in Italy. As Matilde began to focus on North American audiences, they wanted to inspire new snackers to experience Italian flavor as it was meant to be savored.
Challenge
Despite a strong heritage and international reputation, Vicenzi had yet to stand out in a crowded North American cookie and pastry market. Consumers often overlooked premium Italian snacks, and the brand had limited awareness, making it harder to gain attention and shelf space in retail environments dominated by familiar domestic names.
Insight
Consumers crave authentic “taste of Italy” experiences, but they need guidance on how to enjoy them. Highlighting product details, everyday indulgences, and moments for sharing across generations could build emotional connections while reinforcing Vicenzi’s Italian roots and craftsmanship.
Idea
We built a high-level strategy to position Vicenzi as the go-to choice for authentic Italian indulgence. The approach focused on showcasing the delicious details, celebrating moments of enjoyment, and creating clear, consistent messaging across channels to elevate awareness, spark trial, and strengthen loyalty.
