Anchor Food Professionals

A campaign that offers a culinary escape to Italy.


Italian cuisine has a unique place in the hearts of Australian chefs and diners - timeless, indulgent, and beloved on every menu. Anchor Food Professionals (AFP) recognised an opportunity to turn that affection into action, with a campaign that offered a culinary escape.

The purpose? To build excitement and trial of AFP’s Italian Kitchen range, particularly Perfect Italiano cheeses and AFP culinary creams. We wanted to engage chefs emotionally, connect with distributor partners, and drive sales uplift across multiple SKUs.

We also wanted to shift the promotional conversation from purely transactional to imaginative and emotive, strengthening the brand’s reputation as a creative collaborator for chefs.

Close-up of a cheese model of the Roman Colosseum, showing arches and tiers. In the top right, a miniature model of a bridge with an arch and a building on top, with two small figures in hats nearby.
Cheese replica of Italian landmarks with tiny figurines of people, a gondola, and outdoor seating with umbrellas, all set against a blue background.
Two miniature tourists, a man and a woman, stand holding hands and looking at a whimsical, large, model of the Leaning Tower of Pisa made of cheese against a blue background.
Advertisement for a contest to win an Italian-themed prize featuring miniature models of Italian landmarks like the Colosseum and Leaning Tower of Pisa, with toy figurines and vehicles, and packages of Italian food products at the bottom.


The truth behind the Escape to Italy campaign was that great ingredients should transport you. We visualised the sensory joy of Italian cooking through fantastical cheese and cream worlds, transforming everyday product interactions into little culinary escapes.

This was a creative collaboration between our design team and AI. But what you see now is far from a first draft. Our designers invested hours refining our dairy worlds and the tiny tourists who lived within them — about five full round-trips worth from Auckland to Rome. It was the perfect blend of human craft and machine innovation. A test-and-learn, with plenty of both.

Three smartphone screens displaying an advertisement for Italian food ingredients. The screens show a miniature scene of Italian scenery with small figures, food, and landmarks, along with text promoting culinary creams and a website for Italian escape.
A toy figurine of a person in a red jacket, blue jeans, orange boots, and a white helmet riding a cream-colored scooter with a green backpack, against a simple blue background.
Miniature illustration of a man and woman sitting at a round table with a blue checkered tablecloth, under a yellow and white striped umbrella, surrounded by two potted orange trees, against a simple blue background.
Magazine page advertising a contest to win an Italian escape, featuring illustrations of the Colosseum, Leaning Tower of Pisa, and other Italian landmarks, with text about the contest and logos of brands.

Across digital, print, social and distributor channels, every touchpoint brought Escape to Italy’s emotional experience to life. The results speak for themselves: 1.4+ million impressions, 80,000+ video views, 1,430 entries by Anchor Food Professionals customers.

Three smartphones display an advertisement for Italian-themed cheese products and travel, featuring miniature models of Italian landmarks, cheese packages, and small figurines in a stylized scene.
A promotional flyer for an Italian-themed contest, featuring a miniature scene of iconic Italian landmarks like the Colosseum, Leaning Tower of Pisa, and St. Peter's Basilica, with small toy vehicles and people. The flyer includes details about the contest and product list at the bottom.
An advertisement on a wall with the text: 'Need an Escape to Italy?' featuring models of famous Italian landmarks like the Leaning Tower of Pisa, Roman Colosseum, and St. Peter's Basilica. There are also small model vehicles and tourists, with icons for Perfect Italiano and Anchor Food Professionals logos at the bottom.
Promotional flyer for an Italian-themed sales event featuring images of Italy's landmarks like the Colosseum, Leaning Tower of Pisa, and Roman Forum, with details about the event dates, product range, and campaign support.