"Stai Una Crema”: Bebit with Vallé for the digital campaign dedicated to Vallé Il Cremoso

The collaboration continues between Vallé, an iconic brand that has always been plant-based and the Italian leader in butter alternatives, and Bebit, the Creative Digital Company that is part of the Libera Brand Building Group. During the month of December, Bebit was in charge of communication activities to support the launch of Vallé Il Cremoso, the first alternative to mascarpone, with a lighter taste and 100% plant-based.

During the Christmas season, there are two types of people: those who approach it with stress, nervousness, and get overwhelmed by commitments, and those who savor it with lightness, without getting weighed down by the typical unexpected events or difficulties of the holidays. Vallé wanted to bring together a community that wants to experience the holidays with more lightness, highlighting a positive attitude and involving more and more people to approach the holidays in a carefree way.

From this starting point, the "Stai Una Crema" campaign concept was born, developed by Bebit on the brand's social channels throughout December, in which Vallé Il Cremoso was the absolute protagonist of the creative output.
The product was showcased for its lighter taste and exaggerated creaminess through a dedicated strategic plan, accompanied by original content created by comedy and lifestyle creators (Pozzolis Family, Casa Abis) and creators specializing in plant-based cuisine (Di Pazza), conveyed through influencer marketing activities and an onsite activation.

During the activation, the brand, along with the creators Di Pazza and a branded cargo bike, took over high-traffic areas of Milan: Corso Garibaldi, Piazza Gae Aulenti, Corso Como, and Piazza XXV Aprile. Di Pazza interacted with passersby, asking them questions about how they perceive and experience the Christmas season, and inviting them to taste a single-serving portion of tiramisu made with Vallé Il Cremoso, for a relaxing moment from the holiday stress. A videographer followed the entire activation to create content to be shared on social media in the following days.

The campaign also included the creation of comedic sketches by the creators Pozzolis Family and Casa Abis with the aim of communicating the product in an ironic way. Through an Instagram reel video format, the creators used their unmistakable humor to portray situations where the heaviness of various Christmas discussions is defused, spoonful after spoonful of Tiramisu made with Vallé "Il Cremoso," which has the ability to bring lightness and taste to all situations, even the most stressful.

"The project we are carrying out together with Vallé continues to give us satisfaction and inspire us," comments Roberto Botto, CEO & Founder of Bebit, "both for the relevance of the Vallé brand in the Italian market and the continuous innovation it offers with new products such as Vallé il Cremoso, and for the enthusiasm with which the work team faces every new challenge proposed by the brand."

Silvia Bianchi, digital marketing manager of Vallé Italia, says: "Our goal was to introduce a product that was missing on the market to a flexitarian audience: the first alternative to traditional mascarpone designed for everyone. Vallé wants to create a new standard of plant-based that is daily, tasty and carefree, and this launch represents the first step. The Christmas period seemed perfect to tell it to a young target interested in a more current diet."

The activities dedicated to Vallé Il Cremoso follow the launch of the new website, created by Bebit and online since October, and are part of a brand repositioning journey, which aims to speak to an increasingly vast and young audience, interested in discovering tasty, plant-based and sustainable products by virtue of a desire for pleasure and lightness at 360 °.