As a mid-range brand in the Smithfield portfolio, Carando faced the challenge of breaking through a crowded category and embedding itself in consumers’ consideration set. With a limited marketing budget and fragmented distribution, the brand needed a strategy that not only made it top-of-mind at the moment of purchase but also built an emotional connection that kept consumers coming back—despite competing against bigger, more recognized names.
To position Carando as the go-to premium Italian meat brand, Elevation developed a refreshed brand platform, integrated campaign and a robust social strategy designed to drive awareness, engagement and purchase intent on a lean budget.
Elevation refined Carando’s positioning to emphasize its authentic Italian heritage, premium quality, and versatility for all occasions. The brand narrative highlighted Carando as not just a meal ingredient, but a way to elevate everyday moments with the rich flavors and artisanal craftsmanship associated with Italy. We complimented this message with high-quality food photography, styled and shot entirely in-house, overseen by our on-staff chef.
Elevation launched an integrated campaign spanning TV, streaming video and radio, digital display, and shopper marketing. The creative assets emphasized Carando’s superior taste, premium ingredients, and the ease of creating Italian-inspired meals at home—creating connection and inspiring interest.
While paid media got Carando on our audience’s radar, creating an irresistible brand experience on social media made it part of their routine, amplifying the effectiveness of the campaign. We built a content-first social strategy around a four pillar framework: recipes, Italian culture, cocktails & pairings, and promotions. With a newsroom-style bench of creator partners, our in-house social team managed a steady stream of authentic, high-quality content that not only featured Carando products but showcased opportunities to elevate everyday experiences.
This approach organically grew Carando’s Instagram following from 21 to over 12K, with an average monthly growth rate of 5% that outpaced the competitive benchmark. Through a combination of strategic positioning, integrated campaign execution, and a social strategy that created engagement and community beyond the shelf, Elevation successfully revitalized Carando’s brand presence. And our focus on cultural authenticity, premium storytelling, and smart media execution has positioned Carando to take on established players as the trusted Italian meats brand for every occasion.
