Recently, the main TV networks of the two countries broadcast the spot that Riso Scotti has created to introduce Venere® rice on Croatian and Slovenian market. It’s a real novelty in the world of rice, that bears the name of the goddess of beauty and love and that the Italian rice leader brings to life in all its tastiness and originality. 

“Communicating Venere® thrills us due to its uniqueness” explains Mrs. Clara Zanacco, Riso Scotti’s Export Commercial Director. “It’s a product with an excellent quality, born, cultivated, processed, and packed only in Italy but with an international ranging and a versatility that makes it suitable to everybody. In fact, the spot is directed both to the gourmet experts looking for delicacy and exclusiveness, and to those who love tradition and don’t want to give up the made in Italy quality; to the most curious customers who love to try out in the kitchen and to the healthy living supporters, who find the ideal solution in Venere®.” 

Why did we choose Croatia and Slovenia? The answer is given by Mr. Nicola Gorini, Europe & CIS Export Manager, specialized in these markets. “In Croatia, we are leading the market with more than 30 points of share; in Slovenia, Riso Scotti is the reference Italian brand in the rice category. They are neighbouring countries, that appreciate and search the quality of Italian food. These markets are historic for us since we have been taking the Italian character of our classical rice for risotto for a long time. With Venere®, our purpose is creating a further value in the rice category, in a more and more extended area, from the Alps to the Mediterranean Sea, that we consider domestic market.”

Venere® joins the Italian character with a perfect multifunctionality; in fact, it’s suitable to prepare first courses, side dishes, and single courses. It perfectly meets the requirement of rice consumption in the five continents. This is what Riso Scotti – having the world exclusive rights on this rice – wants to tell and explain at international level, starting from this spot. 

The adv campaign – a mix between TV and digital devices – planned on the main national channels in prime time, but also in the slot news, in information programs and in some of the most successful programs – such as Masterchef and the Football World Championship – will take place in November, December, and January, with a spot lasting 20.10 seconds (that you can see here) speaking of taste and beauty, two drivers of a typical Italian attitude: the emotional and aspirational “Dolce vita” that foreigners are always looking for in our Country and on our table. The creative agency TestaeCuore and the television studios Bedeschi Film, that are filming the spot, suggest the answer: Venere®, a new way to live and taste rice.