Milan, September 22, 2025 – Serviceplan Italy, the creative agency within the House of Communication, has developed the new communication campaign for the Consorzio di Tutela Grana Padano DOP, official sponsor of the Milan Cortina 2026 Olympic and Paralympic Winter Games.

The campaign marks a strategic evolution for the brand, shifting its focus from the concept of “Fatto Bene” (“Made Well”) to “Fa Stare Bene” (“Makes You Feel Good”), positioning Grana Padano as a true symbol of well-being and passion.

The Milan Cortina 2026 Olympic and Paralympic Games provide the ideal stage to convey this message: the passion and dedication of the athletes mirror those of the cheesemakers who craft Grana Padano every day. Two worlds, united by one emotion – love for the things made with care, that make us feel good.

The campaign film, conceived and produced by Serviceplan Italy, was directed by Gaetano Morbioli for production company Diamante, with music by Armando De Simone.

Bringing the message to life are two icons of Italian skiing: champions Sofia Goggia and Federica Brignone. Through the symbolic gesture of the heart, they embrace the product, expressing the energy and dedication that link their sporting passion to that of the Grana Padano cheesemakers.

With this campaign, Grana Padano reaffirms its role as an ambassador of Made in Italy, capable of inspiring emotion and unity both on and off the playing field.

“This is how we tell the story of Consorzio di Tutela Grana Padano DOP – through the most important of emotions: love, given without reserve, every day, with absolute dedication to one’s craft and to others,” comments Renato Zaghini, President of the Protection Consortium. “We are proud to share this message thanks to two champions admired worldwide, Federica Brignone and Sofia Goggia. But also by reminding everyone of the qualities of Grana Padano and the daily work of more than 50,000 people involved in its supply chain.”

“The new positioning ‘Fa Stare Bene’ represents an important step in Grana Padano’s communication strategy,” adds Mirella Parmeggiani, Italian Marketing & Communication Manager for the Consortium. “We are no longer focusing solely on the art of making, but on the positive effect our product generates in people and society. The sponsorship of Milan Cortina 2026 is the perfect occasion to express this vision: the determination of Olympic and Paralympic athletes reflects that of our cheesemakers, united by the same pursuit of excellence. It’s a message that strengthens the bond between tradition, well-being, and modernity, consolidating Grana Padano’s role as an ambassador of Made in Italy worldwide.”

“The world’s most consumed PDO cheese, two outstanding athletes like Sofia Goggia and Federica Brignone, and one powerful message: when it makes you feel good, then it’s love, it’s Grana Padano,” says Stefania Siani, CEO and Chief Creative Officer of Serviceplan Italy. “A food of choice in athletes’ diets, and by extension for anyone seeking well-being, energy, and lightness. We are proud to stand beside such a flagship brand of Made in Italy in this important campaign.”

For the campaign, the Consortium’s logo is integrated into the word LOVE, further emphasizing Grana Padano’s identity as a “love brand.” The communication strategy extends globally, with media planning in Germany, France, the UK, Switzerland, Spain, and Belgium.

The campaign was overseen by VA Consulting, acting as Advisor.

Credits:

Agency: Serviceplan Italy

• CEO & Chief Creative Officer: Stefania Siani
• Managing Director: Ilaria Mosca
• Executive Creative Directors: Salvatore Giuliana, Giuliana Guizzi
• Art & Copy Supervisors: Alex Fattore, Francesca Beltrami
• Art Directors & Copywriters: Marta Mottarella, Monica Procida
• Account Director: Chiara Antonetti
• Account Supervisor: Monica Rovaris
• Video Post-Production: VIPIEMME
• Audio Post-Production: Make

Production Company: Diamante

• Director: Gaetano Morbioli
• Director of Photography: Thierry Pouget
• Producer: Domenico Dima
• Executive Producer: Attilio Bertuccioli
• Producer: Cristina Ragazzoni
• Music Author & Arranger: Armando De Simone
• Mix & Mastering: Francesco di Tullio (Wave Studios)
• Photographer: Alessandro Vona
• Executive Producer: Luigi Schmid

Advisor: VA / Ebiquity

• CEO: Alessandro Arbitrio
• CPO: Alessandra Pasquini
• Production Advisor: Sonia Rocchi
• Marketing Advisor: Martina Vietri