Serviceplan Italia and the Grana Padano DOP Protection Consortium launch the new “LOVE” campaign

Milan, 31/03/2026 – The Grana Padano DOP Protection Consortium, together with Serviceplan Italia, the creative agency part of the House of Communication, presents the new “LOVE” communication campaign, the natural evolution of a brand journey that places well‑being at its core.

Once again, the Consortium’s logo, integrated into the word LOVE, positions Grana Padano as a “love brand,” a concrete expression of genuine care for people’s well‑being. This element remains the distinctive sign, continuing the narrative of the recently concluded campaign dedicated to the Milan Cortina 2026 Olympic and Paralympic Winter Games.

LOVE thus becomes more than a word: it is a positioning, a choice. In the new spot, “LOVE” takes shape through a story that brings the emotion of well‑being beyond the Olympic context and into everyday life. The protagonists are real people of all ages, united by a simple, universal gesture: taking care of themselves through movement.

These values naturally align with Grana Padano: a source of calcium and proteins, lower in fat, and naturally lactose‑free, it is ideal within a balanced diet. A daily habit that supports the body, renewing each day that “Italian emotion” that makes it unique.

The film conveys this vision through a sequence of evocative, emotional images, accompanied by a cover of “What a Feeling,” enhancing its energy, rhythm, and vitality. The spot is directed by Gaetano Morbioli, with cinematography by Thierry Pouget.
The creative concept is signed by Serviceplan, with production by Diamante Production and media management by Wavemaker.

“The new positioning ‘Makes You Feel Good’ marks an important step in Grana Padano’s communication strategy,” says Mirella Parmeggiani, Italian Marketing & Communication Manager for the Consortium. “We no longer focus solely on craftsmanship, but highlight the positive impact our product has on people and society. The sponsorship of Milan Cortina 2026 is the perfect opportunity to express this vision: the determination of Olympic and Paralympic athletes reflects that of our master 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.”

Stefania Siani, CEO and Chief Creative Officer of Serviceplan Italia, adds: “From the excellence of ‘know‑how’ to the celebration of ‘feeling good’. We chose to place the concept of LOVE at the center because Grana Padano is an ally of well‑being: a daily habit made of lightness, energy, and self‑care. Embedding LOVE at the heart of the brand communication reinforces that it is a product that becomes an integral part of a healthy lifestyle.”

The campaign was overseen by VA Consulting as Advisor.

Credits

Creative Agency – Serviceplan Italia

• 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 Director: Marta Mottarella
• Senior Copy Writer: 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
• Cover: Filadelfo Castro
• Post‑Supervisor: Michele Pinna
• Editor: David Angelico
• Photographer: Alessandro Vona
• Executive Producer Bristol: Luigi Schmid

Advisor – VA / Ebiquity

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