Essence
For large-scale retail, refrigerated meat is a crowded, commoditized category — You&Meat needed a brand able to stand out and build lasting loyalty.
Objective
To strengthen You&Meat's brand awareness and position it as an innovative leader in the large-scale retail refrigerated section.
The challenge consisted of building a solid digital presence - through a new website and optimized social channels - and launching a recurring promotional format capable of generating curiosity, incentivizing engagement, and stimulating repeat purchases from a diverse target audience, from families to the most demanding consumers ("Fast lovers" and "Food sociables").
Strategy
The strategic engine was the "You&Season" format: turning the classic hamburger into seasonal limited editions.
The strategy was based on the evolution of You&Meat's positioning, centered on the "Everyman" archetype - a reliable, genuine brand oriented toward conviviality. The approach involved mapping a new digital customer journey, from the revamped website to loyalty building via newsletters, supported by a fun, lighthearted but not trivial tone of voice to intercept the year's main festive trends.
A renewed digital ecosystem and the success of the You&Season format: to translate the strategic vision into tangible results, Square Marketing implemented a structured operational plan combining web development, content creation, and performance marketing. This included a new website ("Taste the best") built for both consumers - with sections dedicated to Hamburgers, BBQ, Steak Tartare, and Cooking School - and B2B professionals through a dedicated Restaurateurs area; a consistent editorial and social plan supported by ongoing content creation and a Mailchimp newsletter ("Taste the Newsletter"); the "You&Season" campaign, launching limited editions in supermarkets for Halloween (the "Booooorger"), Christmas (the "Xmas Burger," with a "Disruptive Christmas" tone poking fun at holiday clichés), and Valentine's Day (the "Love Burger"); and live coverage at Tuttofood 2025, with real-time video, interviews, and behind-the-scenes content.
Consolidated awareness and measurable engagement: the work performed allowed You&Meat to strengthen its positioning in large-scale retail, differentiating itself from competitors thanks to a fresh, multi-channel image highly oriented toward user interaction. A measurable and creative approach transformed You&Meat's communication from a simple product showcase into an engaging narrative ecosystem, establishing the brand as a quality choice that brings innovation, lightheartedness, and value directly to consumers' tables.