Sanremo 2026: Sperlari, Partner of Fuori Sanremo, returns to communication with Mina’s voice.
17.02.2026
The brand will be on air for three weeks with the commercial “Sweet stories, especially yours,” created by Suntimes, and on field with a series of activations planned by Mediaplus.
Milan, 17 February 2026 – Sperlari celebrates its 190th anniversary and, for this special occasion, returns to communication with “Sweet Stories, Especially Yours”, the campaign created by Suntimes, which heads to Sanremo as Official Partner of Fuori Sanremo by Radio Italia.
A distinctive element of the campaign is the voice of Mina, a timeless icon of Italian music, who enriches the creative narrative with an original jingle performed exclusively for Sperlari. An artistic contribution that enhances the brand’s identity and strengthens its recognizability, speaking to multiple generations through an authentic, warm and coherent language.
The campaign, planned by Mediaplus, will be on air for three weeks, from 24 February to 15 March, with a presence on Rai TV channels and RaiPlay. The TV planning runs from 24 February to 8 March and includes the broadcast of the Sperlari commercial during the Sanremo Festival, supported by an omnichannel video strategy involving YouTube and the main social platforms — including Facebook and Instagram — in addition to proprietary and partner digital environments.
The project is further reinforced by a radio presence developed in collaboration with Radio Italia, with planning active from 24 February to 8 March and amplified during the following week.
Alongside media communication, Sperlari will also be present across the territory with a structured plan of on‑field activations and experiences.
Among the key initiatives are the branded Sperlari shuttle buses created in collaboration with the Municipality of Sanremo and Amaie Energia. Characterized by the brand’s unmistakable red color, the shuttles connect the dedicated parking areas along the coastal cycle path to the city center, close to key locations and high‑traffic areas during the festival period.
The local presence will be further enriched by product sampling activities managed by dedicated hostesses, distributing the Sperlari Gran Gelées range.
As Official Partner of Fuori Sanremo by Radio Italia, Sperlari will also develop a series of dedicated initiatives inside the broadcaster’s spaces at the Grand Hotel Londra, home to Radio Italia’s studios for the event.
“With ‘Sweet Stories, Especially Yours’ we continue a communication journey that integrates media, territory and experience, placing the value of everyday emotions at the center,” says Chiara Trabattoni, Head of Marketing Sperlari. “The return to TV, the omnichannel strategy and the partnership with Radio Italia for Fuori Sanremo allow us to be present in a significant way during a moment of high cultural and media relevance, engaging our audience through a coherent, recognizable story deeply connected to the brand’s identity.”
The partnership also includes visibility within the Fuori Sanremo areas, with brand exposure in the bar area and logo presence in the spaces dedicated to hosted musical moments.
“I am truly pleased that a company like Sperlari, with Italian heritage at its core, has chosen us to amplify a beautiful project featuring one of the most iconic voices in Italian music,” says Alessandro Volanti, Marketing and Commercial Director at Radio Italia. “We are confident that the initiatives we will deliver during Fuori Sanremo will best express Sperlari’s philosophy and values.”
