Saying ‘si’ to farmer-owned authenticity
In categories where products feel interchangeable, differentiation comes from brand truths no one else can claim. For Cirio, that truth is powerful: it’s the only tomato brand owned entirely by its farmers.
krow turned that into the heart of a fully integrated campaign. With TV chef James Martin on Cirio farms, real farmers answered simple questions about ownership, fairness and provenance with one word: ‘si’. That device became a shorthand for quality, fairness and pride, told in the most authentic way possible.
In a sea of sameness, could authenticity be the only sustainable differentiator?
Read the full story in Marketing Beat
What else is going on
From quiet to crave: Pizza Hut’s social comeback
How we used a social-first strategy to turn Pizza Hut into a TikTok favourite
Can Earth Raise Live become the new Comic Relief for climate?
Wanted: a mass movement to save the planet. How Big Give will transform World Earth Day with a big new event
