Since 2019 Cernuto Pizzigoni & Partners has been working alongside the internal communication team at Ferrero to manage employee engagement activities. When the company entered the ice-cream category in 2021, it was necessary to activate the enthusiastic and proactive participation of the people directly involved in the project as a triggering and contagious element to involve the whole company towards this big step on the market, despite the difficulties of the ongoing Covid-19 pandemic. The extra ingredient of Ferrero's success has always been the passion of the Ferrerians.

The protagonists were Ferrero Rocher, Estathé and Raffaello, the established and recognised brands that become the key to the world of sticks and ice lollies with exclusive production in the group's Spanish plants.

We designed a fully digital internal event with over 700 employees throughout Italy (sales, trade marketing and managers of all FCI functions) to turn them into ambassadors of the novelty. Realised in mixed technique green screen + virtual studio from the Ferrero headquarters in Alba with live international connections.
But that's not all. It was a real wide-ranging internal communication project, during which all channels were activated: intranet, newsletter, internal social network, digital signage, screensavers and the dressing of physical and virtual spaces.

The results?
We observed a surge in the volume of conversations on company channels during the period by all employees intercepted by the communication activity.
The project generated a genuine spirit of sharing and cohesion from the enthusiasm of people at a historic moment for the company.