29 April 2024 – Perla Nera, a leading company in Italy for the sale of a particular variety of watermelon, small in size and with dark, uniform skin, following a tender, entrusts Connexia with the task of  enhancing its brand identity by creating the concept of a new commercial and defining an integrated communication campaign with a bold design concept.

Appreciated by a wide and heterogeneous target group, ranging from gourmands to athletes, from adults to children, Perla Nera is a watermelon with very few soft, white seeds and sweet, crisp flesh, with an average size of 4-6 kg, produced by Francescon, Peviani and Giardina, three premium companies in the fruit and vegetable sector that have combined experience and know-how to offer a product that perfectly embodies Italian excellence in food and agriculture.

To convey the uniqueness of the product and its added value, bringing out the premium quality of the brand in a somewhat challenging category, Perla Nera decided to rely on Connexia’s strategic-creative approach for the conception of its new commercial and the definition of an integrated campaign. The commercial can be adapted to all media, from ATL to social properties, with an original and identity-driven advertising strategy, which  explores new situations and breaks out of the stereotypical moments of consumption, linked to the seasonal availability of the product. Objective: to bring out the more delicious appearance of watermelon, already highly appreciated by consumers.

Perla Nera is the result of a collective intelligence that brings together over a century of history in production of quality fruit, agronomic research and love for the land. Perla Nera’s is the largest Italian watermelon chain, comprising more than 100 consortium members, including farmers and companies, who cultivate this variety in the best Italian production areas selected for their soil and climate characteristics and to guarantee greater seasonality of the product. Perla Nera owes its qualities to the territories in which it matures – the province of Mantua, Emilia Romagna, Latium, Apulia, Basilicata, Sardinia and Sicily – where it is cultivated following the same strict production specifications, under the supervision of certifying bodies for compliance with the quality levels required by the brand.

A market leader with a marketing window from April to September with the same variety, Perla Nera is destined for retail sale and distributed in the main large-scale retail chains and at the best fruit and vegetable retailers.