2020 TV campaign – RiCcotta becomes Spalmabile

Dairy Valcolatte protagonist of a new TV campaign. After the successful TV campaign last March, Caseificio Valcolatte continues on its path to become an established national brand. The protagonists of the commercial are the RiCcotta, the one with two “cs”, tasty as always, with only 186 kcal and an innovative recipe that keeps it fresh for 30 days, and the Spalmabile RiCcotta, a new product made without preservatives and with only 3 natural ingredients : whey, cream and salt.


The goal of the campaign is to reaffirm the pillars of the Valcolatte brand:

  • the tradition, that of a historic dairy that has been producing excellent cheeses since 1914;
  • the family, with the testimony of the Panizzi family, the entrepreneurial soul and driving force of the company that signs each product;
  • the passion for good dairy products made with extreme care by combining the artisanal method with the most modern production technologies.


The spot, created with the distinctive zenith aerial shot and through the use of flashbacks, guides the viewer into the history of the dairy and its main product, ricotta.
The vehicle of the narration is the diary of the Panizzi family: a magical book that contains the history of the Valcolatte Dairy and embodies all the art of the cheesemakers who created the recipe for RiCcotta. At the end of the commercial there is a focus on the great novelty of the Valcolatte world: the Spalmabile RiCcotta, a new, tasty product made with only three ingredients, all natural.
The advertising campaign broadcast on Rai, Mediaset, Discovery and La7 channels will be on air from 25 October until 21 November and will also be supported by a digital campaign.

Duration of broadcast: From 25/10/20 to 21/11/20
Media channels involved: The main TV networks, Rai, Mediaset, Discovery, La7 and La7D
Products involved: RiCcotta and RiCcotta Spalmabile