Cesare Fiorucci has chosen to commit itself to the city of Rome with “Una Ricetta per Roma”, dedicated to the citizens of Roman neighbourhoods. Learn about this great project developed in collaboration with Roma Capitale!

1. TEAMS BEHIND THE SUCCESS
A RECIPE FOR ROME

2. In the last few years, the state of recreational areas in Rome has
deteriorated due to a lack of funds for maintenance. Because of this,
Cesare Fiorucci has chosen to commit itself to the city, not just by
providing high-quality food for daily consumption, but also by
supporting activities and projects aimed at improving the quality of
people’s lives. How? With “Una Ricetta per Roma”, a project developed
in collaboration with Roma Capitale, intended to renovate playful
areas in Rome.
The idea of developing such a project came out in the last months of
2016 after a partnership with an external communication agency was
settled. This project, which we are proud of, is dedicated to the citizens
of Roman neighbourhoods.
Context

3. Roman citizens are asking for a much more livable city, and they are
sensitive to brands that commit themselves towards this direction.
Because of this “Una Ricetta per Roma” aims to renovate playful areas
in city parks and —throughout 2018— include projects in all Roman
municipalities. The goal is to make at least one intervention in each
Municipality in 2018. Since the plan is for Roman citizens, they can
suggest the next interventions on
http://unaricettaperroma.fioruccifood.it./
MainObjectives

4. During July of 2017, the company has begun its interventions of
requalification and renovation, starting in four different playful areas in
four city parks. As a first intervention, Fiorucci has chosen to operate
on recreational areas, as they represent a point of reference for
families. Right after the completion of each intervention, a block party
was launched to inaugurate the restored areas, and all inhabitants
were invited to join the event.
The company has decided to allocate its resources on this project to
strengthen its bond to the city of Rome. A relationship that has started
through its products, which have been in Romans’ lives for the past
160 years, but also by supporting any projects aimed at improving the
lives of Roman citizens, who have been sustaining the company
throughout the years. Fiorucci has always identified itself with Rome
and Roman citizens, and it is to customers that the company wants to
give back the trust granted to its brand.
TheProject

5. As Fiorucci’s Brand Manager,
he has been working in
Fiorucci for eight years,
starting on the trade function
and getting to the marketing
one, where he still operates.
She is a Marketing Assistant,
who has been working with the
company for almost two years.
Before joining Fiorucci, she
gained work experience within
the personal care segment.
Also a Marketing Assistant.
She has recently joined the
company, after taking a BA in
Marketing, showing all her
newly acquired knowledge in
this project.
AndreaCapone SimonaMantovani JessicaAlvisini

6. The project has been carried out with the help of a communication agency, which has been
responsible for contacting the different municipalities and identifying those areas that most
needed the company’s support.
In July 2017, Fiorucci organised a press conference, which was attended by the
Department of Defense and Environmental Sustainability of Rome, in collaboration with the
Roman Municipality to present the initiative and inform Rome Homeowners’ Associations
about the planned interventions of implementation and requalification of playful areas.
In order to inform people about the initiative and ask for recommendations about future
interventions, a web page was developed, and Roman citizens were asked to write down
suggestions on the website. Furthermore, to boost engagement and update customers on
the status of each intervention, Fiorucci launched a Facebook page, which has reached
over 400,000 users and generated over 6,000 interactions so far. Besides, Fiorucci
managed to reach its customers by an integrated in-store activation program all over the
city. For each inauguration party, an event of Facebook was set up to make sure all the
inhabitants of the neighbourhoods involved were informed. During these inauguration
parties, free pizza with mortadella Suprema was distributed along with funny gadgets,
such as frisbees and balloons.
ProjectManagement

7. The main challenges that the team had to face were establishing a new
form of relationship between the public and the private sectors,
the involvement of external companies specialised in the installation
of equipment and structures up to code, and the proactive collaboration
of public institutes, such as the Department of Defense and
Environmental Sustainability.
Challenges

8. The first two interventions involved a full restyling of the playful area in
Villa De Sanctis (5th Municipality) and the installation of swings and
new games, accessible by kids with disabilities too, in Parco Corto
Maltese del Torrino, in the 10th Municipality. In September, new
installations were made in Parco Villa Lais in the 7th Municipality,
and in Via Giuseppe Vanni in the 12th Municipality.
And for Fiorucci the strengthening of the relationship between the
company and its customers and the opportunity to prove its sensitivity
to issues like CSR, has been a fantastic result due to this project.
Results

9. There has been a very positive feedback from citizens, who have not
only enjoyed the inauguration parties but have also highly appreciated
the company’s commitment to giving back to kids what belongs to
them. Fiorucci has been able to show its sincere appreciation for the
city of Rome and make its contribution to the cause.
People’sfeedback