Bisco Rotti

In an age of AI algorithms and social media filters, perfection is becoming the norm - but a bold new campaign by Italian biscuit brand GranTurchese wants people to embrace the uniqueness of imperfection instead. Created by independent agency DUDE Milan and DUDE Design, BiscoRotti: The Imperfect Campaign turns flawed examples of GranTurchese’s own product into billboard heroes - elevating the humble biscuit into a symbol of inclusivity and uniqueness.

Launching across Milan, Bari and Naples the colourful OOH campaign features striking images of broken cookies (‘Bisco Rotti’ in Italian), inspired by the 0.5% of GranTurchese biscuits which are normally rejected by quality control due to non-conformance with the brand’s visual standards. Echoing the imperfect imagery, the OOH placements themselves appear at skewed angles or upside-down torn into pieces. The campaign is supported with sampling sessions across Milan, Bari and Naples, merchandising activity and social network activations.

Building on the launch of GranTurchese’s new brand positioning - ‘There’s no one like you’ - which focuses on uniqueness, the campaign represents a bold statement on the importance of individuality in a society increasingly driven by the pursuit of perfection.

To amplify the campaign message, DUDE took a creative billboard hacking approach, working closely with media owners to carefully select spaces and formats. The resulting installations are intentionally offbeat, irregular and flawed - making imperfection visible and tangible.

DUDE Design handled the packaging design and visual identity.