Helping customers discover
a wider food
range
A broad food range gives customers many possible starting points. FGX's work for Italian Deli Online and Clearworld Supplies used gifting occasions and individual products to introduce the range, with campaigns and catalogue treatments that carried a consistent product story.
Campaigns and catalogueThe business problem
A broad range
needed a clear customer story
The work covered Italian Deli Online and Clearworld Supplies, with food brands including Polli, Solavita, Caputo and Baci. The range offered plenty to talk about. The challenge was to make that variety understandable as customers encountered a campaign, considered particular products and explored the wider catalogue.
The work centred on connecting product discovery with consideration and purchase. That required a shared direction for product presentation across social content, the catalogue, the website and paid media. Each part needed to help customers understand what was on offer and give them a reason to take the next step.
The approach
Give the range a
reason to be considered
FGX brought the product story and its visual presentation into one approach. We used recognisable occasions to introduce the range, then kept the products prominent in the supporting creative. This gave campaigns a clear subject while making room for the individual food brands within them.
Two campaigns show that thinking in practice. Mother's Day brought products together as gift bundles. The sports-season campaign, Most Valuable Product, gave individual lines a recurring creative setting. These were different ways of encouraging consideration: one organised products around an occasion, while the other made a particular product the focus.
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01
Occasions
A reason to explore
-
02
Products
The named food range
-
03
Bundles
A tangible gift choice
-
04
Reels
Campaign and product stories
-
05
Catalogue
A consistent product treatment
-
06
Continuity
One visual approach
The work at a glance
Campaigns built around products
and occasions
Italian Deli Online · Creative
Turn an occasion into
a product choice
The Mother's Day campaign invited people to choose a hamper in a pick-a-prize competition. A hero reel introduced the offer, supported by Amore, Activa and Aperitivo bundle creative. Showing the bundle contents made the choice tangible and introduced several products together.
Mother's Day gifting
The Amore creative, for example, combined Colavita spaghetti, Caputo flour, Ciao chopped tomatoes, Polli Napoletana sauce and Parmigiano Reggiano. The products appeared as one gift proposition, with their packaging and names clearly visible. The campaign used the occasion to create a route into the range without losing the detail of what customers would receive.
Build consistency around individual products
Most Valuable Product used a shield and stadium setting to put food products into a sports-season campaign. The work included an opener, a frozen pizza base hero reel, and supporting creative for pizza mozzarella and Polli artichokes. Keeping the campaign frame consistent allowed the featured product to change while the wider idea remained recognisable.
FGX carried the shared grid, typography and product treatment through reels, carousel frames and catalogue presentation. The practical purpose was continuity: the product a customer encountered in a campaign could sit within the same visual language as the wider range. Creative direction, product presentation and media therefore supported the same customer journey.
Clearworld Supplies · Reported paid-media activity
Paid-media activity,
with the costs in view.
The earlier joint case study reports R20,565 in traffic and engagement campaign spend for Clearworld Supplies from September 2025 to August 2026. The totals below belong to Clearworld Supplies, rather than Italian Deli Online's sales campaigns.
Bar lengths use the impression total as a common scale. These are separate platform activity counts, which may overlap; they do not represent unique people moving through a funnel or establish enquiries, purchases or revenue.
Source and calculation method
Source: figures retained in FGX's earlier Clearworld Supplies × Italian Deli Online case study, covering September 2025–August 2026. These are reported campaign totals, not independently audited results.
Each unit cost is R20,565 divided by its corresponding reported count, rounded to two decimal places. Cost per 1,000 impressions also multiplies that result by 1,000. These calculations use the reported traffic and engagement spend and exclude any costs outside that amount.
Creative system
A shared
visual treatment
Reels, product cards and bundle creative from the campaigns shown.
Case study summary
What changed in the
presentation of the range
The resulting work brings distinct products together through consistent campaigns and catalogue treatments. Mother's Day presents a selection as a gift; Most Valuable Product gives individual lines their own focus. Both retain a clear connection to the food range behind the campaign.
The same product treatment carries from the Mother's Day bundles and sports-season campaign into the catalogue. The work gives customers several ways to discover the range, while keeping the named products at the centre of each campaign.
Clearworld Supplies
Campaign and product presentation
Italian Deli Online
Campaign and product presentation
If your business has a broad product range, the challenge may be helping customers understand where to start. Speak to FGX about connecting your product story, campaigns and catalogue around the decisions customers need to make.
Discuss your product marketing