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Del Fresco Pure is a Canadian family owned and operated greenhouse. Nonna Life is a lifestyle brand inspired by Italian grandmothers and the Italian diaspora that hosts community-based events. Del Fresco Pure reached out to Nonna Life to curate a private event in Montreal for a group of 50 customers, media and influencers as a kick-off to the 100th edition of the CPMA - Canadian Produce Marketing Association Conference.
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The produce industry has typically done traditional approaches when it comes to marketing, but the client was looking to do something different; something more community based that could potentially also generate media exposure and pique industry interest. They also wanted to touch on the family’s Italian heritage and dedication to quality and innovation while somehow ensuring their award-winning produce was the star of the show. Being Ontario-based, they also needed someone who was familiar with Montreal and could effectively plan and execute an event remotely. To add an extra challenge, there was only one month to plan and execute.
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Originally from Montreal, Ariane Laezza - founder of Nonna Life (and AXI Creative Director) was familiar enough with the local food and culture scene to find a suitable venue that could accommodate guests and layer in an authentic Italian-Canadian atmosphere and culinary experience. Timing was crucial. Once the right venue was secured, the overarching theme of the event was finalized an event date was confirmed. Invites were then designed and sent out to invitees and that creative informed the rest of the production pieces. This ensured all items would be ready in time for the event.
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Del Fresco Pure x Nonna Life
Brand Identity
Social Media
Event Production
