Brands, target audiences, codes to master: the synergy between WEGO and IRCA Group, an international benchmark Italian group in professional food ingredients, takes shape in managing the Instagram channels for Joygelato and Dobla, driven by a direction that ties together strategy, content, and production.
For each brand, WEGO focused on the role of communication, the target audiences, and the expertise to highlight. From this approach, concrete choices emerged, allowing the communication to adapt its tone according to the target audience while maintaining a clear connection to IRCA Group.
For Joygelato, dedicated to artisanal gelato professionals, the meeting point lies between technical expertise and aspiration: the product enters the narrative through applications, inspiration, and creativity, featuring an energetic tone attuned to the craft of the gelato maker. With Dobla, the code changes: the content strategy highlights the visual impact of decorations, precision of detail, and the creativity of pastry chefs. The video shoot directed by WEGO in the Netherlands was born from this exact vision, to build a media library capable of reflecting the brand’s character across various formats.
«Our work begins before content creation: in understanding the brand’s role, the people it speaks to, and the relationship it aims to build. With a multi-faceted group like IRCA, consistency is achieved by setting rules that are solid enough to hold the system together yet flexible enough to let each identity shine. It is this process that transforms a series of individual actions into a unified communication strategy», comments Tomas De Zanetti, CEO of WEGO.
«The Joygelato and Dobla brands have distinct guidelines, target audiences, objectives, and communication styles. With WEGO, we built a workflow that starts from these differences and translates them into clear, recognizable, and consistently coherent content over time», states the IRCA Group marketing team.