BUONDÌ INTEGRALE 
Mall activation

The campaign was developed to promote Buondì Integrale, the wholegrain version of a popular breakfast product that appeals to both health-conscious consumers and those looking for taste. This is how the “Integralisti del gusto” were born. Who are they? Anyone who wants a breakfast that is both light and tasty.

Note: “Integralisti del gusto” can be translated literally as “Integralists of taste “. However, in Italian there is a reference to the main feature of the product, because the word for “wholegrain” is “integrale”. The name thus alludes both to the uncompromising nature of people who eat this type of breakfast (as they are unwilling to sacrifice taste and well-being) and to the product itself.

More than 100,000 Integralisti del gusto took part in the “protest” in shopping centres all over Italy, armed with megaphones, pyjamas and slogans such as: “Give us taste! Give us wellness! Give us Buondì Integrale!”, “If it tastes like cardboard, change your breakfast!” or “Leggerezzé, Bonté, Buondì Integralé!”, reminiscent of the French Revolution.

And to decide who would be able to join the ranks of the Integralisti del gusto, the method was infallible: passers-by were engaged with a fun quiz that only true lovers of tasty and energetic breakfasts could answer correctly.

1. What is in the crushed decoration of Buondì Integrale?
A) Rolled oats, sunflower seeds, linseed
B) Mature cheese
C) Unicorn dust
2. The natural sourdough of Buondì Integrale:
A) Takes 22 hours
B) Takes place inside a crystal vault
C) Is supervised by a wood elf
3. On average, the best-selling breakfast products:
A) Make 60% of the population dance better
B) Have 30% more fat thanBuondì Integrale
C) Are 9,000 times smaller than Buondì Integrale