Corte Parma featured in 7-Eleven Denmark’s ad
7-Eleven Denmark puts Corte Parma’s “That’s Amore Antipasti” in the spotlight
“If you’re not going to Italy this summer, it’s a good thing we’ve brought a little bit of Italy to you.” That is how the social media spot from 7-Eleven Denmark opens, introducing Corte Parma’s That’s Amore Antipasti: a box featuring salami, prosciutto, cheese, red pesto and wholegrain crackers.
The tone is light and deliberately playful. In the video, Italy is represented through summer, the sea, sunshine and conviviality. And, naturally, through one word: Amore. A word instantly recognisable as Italian well beyond Italy. The creative works precisely because it does not attempt to explain Italy, but evokes it through a handful of simple, immediately recognisable cultural cues.
It is a cultural reference before being a product name: it draws on an image of Italy already familiar to an international audience and turns it into a direct commercial message.
The context in which this imagery is used is equally interesting: not an Italian restaurant, but a major convenience retail chain bringing an Italian-inspired offering into everyday consumption occasions.
For 7-Eleven, Corte Parma has developed a format that responds to a very practical aspect of modern lifestyles: having a complete, convenient and easy-to-enjoy product, without tying consumption to a specific place or occasion.
Behind the playful communication of That’s Amore, therefore, lies an equally precise product choice: bringing an Italian-inspired offering into the rhythms and habits of convenience retail in Denmark.
Watch the spot here: https://www.instagram.com/reels/DZzUz_YgMim/
