De Laurentiis will provide inspirational culinary, cocktail and entertaining tips as part of Frangelico’s new ‘Live La Bella Vita’ campaign.
With her fan following and online presence that boasts more than 2.4 million followers, De Laurentiis will encourage foodies and cocktail enthusiasts to “live the good life” through enjoyable dining moments with friends, while simultaneously introducing them to Frangelico, the company says.
De Laurentiis will develop recipes and entertaining tips to share on social media channels and Frangelico’s digital platforms using the hashtag #LiveItalian.
De Laurentiis will also create Seasonal Cocktail Party Guides, which will include an introduction, drink recipe, menu items, entertaining tips and images to enhance consumers’ Frangelico experiences with friends via four thematics: La Bella Vita (Italian lifestyle); Holiday; Valentine’s Day; and Spring Al Fresco.
The partnership officially kicks off this summer.
“There is a global spotlight on Italian culture, cuisine and cocktails right now, so the time felt right to reinvest in Frangelico by tapping into a globally-renowned personality who brings style and sophistication to the dining and entertaining experience,” said Umberto Luchini, VP of Marketing for Campari America. “Giada is the ideal persona to encourage friends and family to take the time to gather, savor and enjoy the delights of fresh, seasonal cuisine and delicious drinks together . . . the Italian way.”
Frangelico’s origins date back more than 300 years to the presence of Christian monks living in the hills of the Piedmont region of northern Italy, the company says. Their skills in fine food and drinks included the art of distilling, especially the use of the wild hazelnuts and other precious ingredients to create recipes such as the one on which Frangelico is based today.
Frangelico is a premium hazelnut Italian liqueur with a light profile and easy mix ability, according to the company. Its light-golden liquid is distilled from locally grown Piedmont hazelnuts, and its packaging conveys the centuries of Italian tradition and history behind it.