How can Italian extra virgin olive oil be brought closer to Chinese consumers, transforming it from a niche product into a recognized and appreciated ingredient?
Monini is a family‑owned company from Umbria, an international benchmark for the quality and authenticity of its extra virgin olive oil. With a long Mediterranean tradition, the brand has embarked on a development path in China with the goal of consolidating its image and spreading the culture of olive oil among an audience increasingly attentive to well‑being and eager to discover new flavors.
Would you like to receive more insights into the project results? Contact us now!
The challenge
The project, initially conceived with the goal of aligning Monini’s positioning in China with its global image, progressively evolved into a broader and more targeted strategy. The objective became to stimulate local consumers’ interest and preference through educational content, storytelling activities, and engagement initiatives designed to address the cultural specificities of the Chinese market.
To achieve these goals, it was essential to develop an integrated communication and marketing plan capable of translating the brand’s identity into a language attuned to the sensitivities of the Chinese audience.
For this reason, cultural localization represented a strategic pillar: since olive oil is not part of China’s gastronomic tradition, it was necessary to adapt Monini’s message, highlighting the benefits and uses of olive oil in a way consistent with local dietary habits and cultural codes.
Would you like to receive more insights into the project results? Contact us now!
The solution
To establish a strong and consistent presence across the main Chinese communication channels, we implemented a multichannel strategy capable of reaching a broad and diverse audience, developing a communication plan with a visual identity and tone of voice that is less traditional and more aligned with the preferences of the Chinese public.
- WeChat Presence: Monini’s official WeChat account serves as an institutional showcase, ideal for sharing key corporate updates with a highly loyal community.
- Xiaohongshu Presence: Following the account launch, the production of creative and informative B2C content made it possible to promote Monini’s products and engage the Chinese audience in an educational and compelling way.
- Baidu Baike Presence: The creation of a detailed page on Baidu Baike provided complete and reliable information about Monini, while simultaneously increasing visibility and credibility on China’s leading search engine.
- Digital PR: Targeted Digital Press activities fostered strong relationships with local media, ensuring positive coverage and reinforcing brand awareness through articles in major Chinese outlets.
- Influencer Marketing: Collaborations with different types of influencers (KOLs and KOCs) generated content, videos, and livestreams that amplified the brand’s presence among their large, established communities.
- Advertising Campaigns: Planned advertising campaigns on Xiaohongshu (REDnote) boosted brand visibility and encouraged product purchases through precise and highly effective targeting.
Would you like to receive more insights into the project results? Contact us now!
Focus on: KOL Campaigns
To strengthen Monini’s presence in the Chinese market, several campaigns were carried out with Key Opinion Leaders (KOLs), Chinese chefs, and food bloggers on the REDnote platform, also integrated with livestreaming activities. The goal was to educate the local audience about the multiple uses of olive oil, highlighting its application in Chinese cuisine through simple recipes aligned with local tastes.
