Viva Italia with Pavarotti
Safeway, a major multiple retailer wanted to launch its own brand of Italian food. Viva Italia integrated campaign launched with a high profile event featuring Luciano Pavarotti in London's Hyde Park. Witnessed by celebrities, royalty and thousands of Opera fans who flocked to the live performance where a temporary pop-up store was built for guests to sample the Italian food. The event became a major London event known as 'Picnic in the Park'. The campaign won the Grand Prix at the ISP Awards.