Children (and not only them) in front of a pack of biscuits often choose only the whole ones, discarding the broken pieces. Yet it is nothing more than a prejudice, because we all know very well that something equally good is hidden behind that little “defect”. Now Grantorchese has decided to celebrate this with its Biscorotti, but be careful: don’t run to the supermarket, because for now you will not find them on the shelves.
The advertising campaign, curated by Dude Milan and Dude Design, plays all about irony and started with billboards in different cities. These are deliberately wrinkled posters, crooked, upside down, with the granitorquer blue pack that becomes pink and the broken biscuit in the foreground. We then read phrases like “We broke ourselves to be in the box“Or“We broke that we are all of one piece“That give voice to the thoughts of biscuits that become a little rebellious, a little exasperated, but decidedly nice.
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Behind the Biscorotti there is also a positive message that concerns us all. Imperfection is not a defect to hide, but a distinctive trait that makes each biscuit, as well as each person, truly unique.
On social media, the community has enthusiastically welcomed this gimmick, even if someone has ironized by asking if, in addition to the form, it will be “broken” or better halved the price.
But ironically there is also a concrete implication: about 0.5% of graturches ends up discarded for small defects. Transforming them into a new line would mean reducing waste and bringing an equally good product to the shelves, but also more sustainable in its originality.
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For now, the Biscorotti exist only in advertising content (although some packs have been really distributed on the occasion of events in recent days), but the survey launched by granitorcher is clear: 95% of the users who voted on the brand’s website would like to find them on the shelves of supermarkets. So, who knows … maybe soon even the “broken” biscuits will have their moment of glory.
A nice marketing move, what do you think?
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