For Gioiella, a premium Apulian dairy product, we designed a digital PR campaign to communicate its rebranding and new packaging. The goal was to create a memorable and authentic unboxing experience. We selected 15 food and lifestyle influencers, united by a passion for cooking and a focus on Made in Italy, ensuring perfect alignment with the brand's values.

We oversaw the creative direction of the box concept, transforming it into a storytelling tool. Inspired by red poppies, a symbol of the Murgia region and featured in the new packaging, the box was designed to evoke Gioiella's roots and new graphic identity. The result was a success: the boxes generated a high posting rate (73% of talent), with 11 influencers sharing authentic and engaging content. This project demonstrated how well-curated gifting can strengthen the premium perception of the brand and create effective storytelling.