Giallozafferano

First launched on TikTok just over one year ago, GialloZafferano has now reached 1 million followers, confirming the success of the title’s offer on all social networks.

A result to which, again on the short video platform, should be added over 300,000 followers – and growing – that the brand has reached in its international version in English.

The Mondadori Group’s food media brand immediately won over the community of the popular social network thanks to a mix of exclusive content and an original approach, designed with the aim of actively involving an increasingly broader audience and becoming a point of reference in the kitchen, also for younger people.

In fact, the formula of short video recipes has proved to be a winner for GialloZafferano not only on TikTok, but also on other social networks, in particular Instagram, with over 40 million views every month.

This success has been achieved thanks to an editorial programme involving more than 50 top creators: from Aurora Cavallo, (@cooker.girl), with her unmistakable red apron and a vast repertoire of “traditionally new” recipes, to Daniele Rossi (@danielerossichef), the irresistible Tuscan chef capable of bringing everyone closer to popular traditional dishes and the very best raw materials, up to Khalid El Mahi (@foodqood), with a range of dishes rich in Middle Eastern influences, and Andriana Kulchytska (@adrianathrr), constantly looking for the most amusing ideas with a nod to the world of fitness.

A group of young and dynamic talents, which, from today, is enhanced by the exclusive collaboration of food creator and TikTok ambassador Diletta Secco (@dilettasecco), promoter of the concept of sustainability in the kitchen, with simple recipes uniquely designed to reduce waste to a minimum and raise awareness among the community on the issue of healthy food with a reduced environmental impact

“Embracing social media as a communication paradigm means always being ready to experiment with new approaches and to interface with continuously evolving targets. The brand’s development strategy is consequently reinforced by the collaboration of the many creators that GialloZafferano is able to attract and making us the home of the best talents in the kitchen,” declared Andrea Santagata, General Manager of Mondadori Media. “Our constantly growing numbers confirm once again the brand’s outstanding vocation for innovation, which is capable of evolving by always putting people’s needs and requests at the core of what we do.”

The success achieved on TikTok confirms GialloZafferano’s leadership in the cooking segment. Giallozafferano.it is the website of reference with a unique audience of 15.4 million users per month (Source: Audiweb, April 2021), to which should be added leadership on social media, with a community of 19.3 million fans across six platforms.

These results also contribute to the growth of the audience of Mondadori Media, the leading publisher on social networks with over 41.4 million fans (Source: Shareablee and Insight, June 2021) and a point of reference also on TikTok, where the company is present with 8 other brands, in addition to GialloZafferano, and more than 2.5 million fans overall.

These innovations also mean new opportunities for our commercial partners, who can reach new audiences and take advantage of innovative editorial formats, making use of both the Mondadori Media content factory and the unique team of food creators that collaborate with its brands

Some 20 million Italians between the ages of 18 and 54 follow at least one influencer. Of these, 48% follow a macro-influencer; a category that includes not only individuals, but also publishing brands with stand-out social media profiles in their communities of reference and recognised as authoritative in nine specific areas: health and wellbeing, families and children, entertainment, technology and science, beauty and personal care, fashion, food and beverages, travel and tourism, cars and motorcycles.

And it is precisely these macro-influencers that are at the heart of the survey “Italians & Influencers” conducted by Buzzoole, InfoValue and Mondadori Media, aimed at examining more closely the views and opinions of Italians regarding an increasingly significant category in consumer behaviour.

In particular, it looks more closely at the relationship between Italians and influencers and publishing brands, with regard to the social media presence and the type of role that they play in entertainment and users buying habits.

The first interesting element is the frequency with which users consult their profiles: 37% claim to follow them every day, while another 37% check in every 2-3 days.

Why do users follow influencers?

For the advice they give (54%, above all for matters related to food) or for their expertise in specific areas (51%, technology and automotive) or because they are considered models of reference to identify with (19%, fashion and families).

At the top of the list for renown on social media there is Chiara Ferragni (mentioned by 85% of the sample), followed by GialloZafferano (72%) and Benedetta Rossi (71%).

As part of the study, emphasis was given to the role of macro-influencers in buying behaviour, with a different focus depending on the sector of interest for users. This showed that they can play the role of a “tutor” that explains a product (for 54% of the interviewees), especially in the areas of food beauty, a discoverer able to introduce new products (for 47%) for tech and beauty, a friend who can say where and when to buy something (41%), above all for fans of cars and motorcycles, or, also, an outstanding trendsetter (27%).

There is, therefore, a clear recognition of the commercial function: an expectation that influencers and publishing brands can provide information on a wide range of product types and become an “advisor” that in every situation can play a determining role.

Have looked at the role of macro-influencers in buying behaviour, the survey then examined their level of incidence in buying propensity: 85% of Italians claim to take the opinions of influencers into consideration when buying a product.

The study also looked in detail at how many purchases are “actually” made on the basis of the advice of influencers. Over the last year around half of the interviewees bought an average of 2 products or services recommended by influencers or editorial brands on social media: beauty, food, fashion and technology being the most influenced shopping categories.

An examination of buying intention is single areas, showed that in first place among the preference of Italians were the profiles of GialloZafferano (89%) in the food & beverage sector and Mypersonaltrainer for products related to health and wellness.

“The study conducted in along with Mondadori Media and InfoValue,” declared Gianluca Perrelli, CEO of Buzzoole, “has clearly demonstrated the complexity of a now consolidated phenomenon that involves millions of people. In addition, it has highlighted the multiple roles that Creators can have for Italians, not just as repeaters of messages, but as key elements in the purchasing process.”

“Brands remain among the main influencers of consumer buying habits, and central in the discovery of new trends and tendencies,” declared Andrea Santagata, General Manager of Mondadori Media. “The research clearly shows how some of them, the more vertical with a language and approach that is close to users, have maintained, and even reinforced, this role, also in the increasingly important social media environment. I think that it is key for a brand in social media to satisfy specific need, with a view to providing users with help and support.”

As regards the platforms used, Instagram emerged as the social media platform par excellence (67%), followed by Facebook (59%) and YouTube (53%). The younger target follow on TikTok (9%) and 4% on Twitch.

This quantitative survey involved over 1,500 interviewees, representative of Italian web users between the ages of 18 and 54, and examined 9 topics of main interest, arranged by socio-demographic profiles, with a special focus on female targets.

“Italians & Influencers” was conducted in the context of the WeTalks project: a permanent observation laboratory through which Mondadori Media addresses companies interested in information about the dynamics of consumer behaviour. The complete results of the survey are available on www.buzzoole.com and www.wetalks.it.

2020 was a year full of initiatives of the digital brands of the Mondadori Group: a successful portfolio that ranges from GialloZafferano to Donna Moderna, and from MyPersonalTrainer to Grazia and Studenti.it, and that confirms its role as a point of reference for the interests and enthusiasm of Italians online.

In December, with a +7% increase on the same month of the previous year, the digital network of Mondadori Media reached 29 million unique users per month (Source: Audiweb), confirming in particular its position as the publisher of reference for female users, with almost 17 million visitors.

A competitive positioning with, at the top, GialloZafferano, Italy’s most popular food media brand, which, again according to Audiweb, is visited by more than 20 million users per month.
In fact, in December, Italians spent over 7 million hours on GialloZafferano, which is equal to 70% of all the time spent by Italians across all cookery sites.
And with this result Giallozafferano also confirms its position as the fourth most used publishing brand overall, and the first excluding news sites.

This leadership should then be added to the brand’s position on social media where it is followed by over 18 million fans on six platforms, from Facebook to Instagram, YouTube to TikTok, as well as Twitter and Pinterest.
Particularly interesting is the brand’s success on TikTok, where in just over six months from the launch, the brand has gained more than in 650,000 followers, and is continuing to grow, also among the younger target.
The growth trajectory of GialloZafferano continues also in 2021 with the launch of a new multi-touchpoint platform in English, already available online and on the main social networks, Facebook, Instagram and YouTube.

Thanks to this initiative the brand will give added impulse to its development and aim to become an essential destination, not only for Italian users, but also for a global audience of cooking enthusiasts who want to learn about and try traditional Made in Italy dishes, and becoming an authentic world ambassador of Italian cooking.

“For more than fifteen years GialloZafferano has been recognised by food lovers for the quality of its content and the continuous one-to-one care that it gives to all its users, across all media. With the launch of the English-language version of GialloZafferano and its social media, marks the beginning of the brand’s international expansion which will enable us to spread the best of Italian cooking around the world: in fact, along with fashion and design, food is one of the Italy’s most important assets and the Mondadori Group is active all of these sectors with outstanding brands,” declared Andrea Santagata, general manager of Mondadori Media.

For its international debut GialloZafferano has developed a communication system that starts from the web with GialloZafferano.com dedicated to “The best Italian recipes”. The new site offers and extensive selection of the best dishes from the Italian kitchen with over 200 step-by-step recipes produced or translated into English and accompanied by videos and photos, and the aim is to arrive at 500 video-recipes by the end of 2021.

The multi-touchpoint approach is ranged across social media, from Facebook and Instagram pages, and dedicated YouTube channels, with a total initial fanbase of 4.5 million fans, of which 170,000 followers on Instagram, over 4.1 million fans on Facebook and 200,000 subscribers on the “GialloZafferano Italian recipes” YouTube channel. In fact, for many months Giallozafferano has been curating and growing its presence on social media in English. On YouTube the brand already offers around 500 video-recipes, while on Facebook and Instagram a unique and distinctive positioning had been developed that brings together and promotes, not only the best of Italian cooking, but also the best of Italy in general, in order to allow users to discover the “best and the beauty” in which the country excels.
The brand will also take advantage of the collaboration of creators that will focus on the inimitable classic recipes of our country.

The new GialloZafferano platform in English is an ideal opportunity also for Italian companies in the food sector who want to aim their campaigns at a global audience.

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For more details:

–        https://www.giallozafferano.com/

–        https://www.facebook.com/GialloZafferanoLovesItaly

–        https://www.instagram.com/giallozafferanolovesitaly/

–        https://www.youtube.com/user/yellowsaffron

GialloZafferano, Italy’s leading food media brand, with 18.8 million unique users (Source: Audiweb, November 2020) and 13 million fans, continues to evolve and expand the user experience it offers to its audience across all channels: from the web to print, social media and events, and through all of the available interfaces on the market, including the most innovative such as virtual assistants.

Since the launch of Alexa and Echo devices by Amazon in Italy, GialloZafferano has offered its users the possibility of conduction searches and cooking with instructions delivered by Amazon’s virtual assistant, using a dedicated Skill. In fact, in many kitchens, Alexa has become an ideal ally able to provide suggestions for an evening meal and to help in the preparation of all kinds of dishes. And the number are the proof: in the last 12 months more than 5 million recipe requests have been made using the vocal service. A figure that is destined to continue to grow as more devices equipped with Alexa enter the homes of customers in Italy.

The experience offered by GialloZafferano in vocal applications for cooking are recognised as best case in terms of the continuous innovation, is now taking a further step ahead by bringing its commercial partners onboard its Alexa Skill.

After specially adapting hundreds of content items to be used by voice and having redesigned its search engine, GialloZafferano will be able to continue to provide vocal recipes produced in collaboration with the brands with which it works in the realisation of dishes. It is an operation through which Italy’s best loved cooking site can evolve its user experience on Alexa, by perfectly integrating into the recipes the companies that invest in the brand, in a completely new, immediate and innovative approach.

Everyone who has an Amazon device with Alexa can therefore continue to interact with the voice service to find inspiration for their dishes, automatically consulting all of the GialloZafferano recipes, which are now richer than ever thanks to the collaboration of GialloZafferano with its commercial partners. All you need to say is “Alexa, find me a recipe for …” to enter the GialloZafferano world of tasty ideas and get help in all phases of the preparation. Users can interrupt the process at any time and start again from where they left off, without ever having to use their hands, which, in any case, in the kitchen, are normally busy doing other things. So you can carry on cutting, mixing and kneading, while Alexa explains the next step.

With this initiative, GialloZafferano will enhance the communication system which every day reaches the homes of millions of people and offers a catalogue of 5,500 recipes and 1,650 high-definition videos and the extraordinary participation of over 10 million hours spent in the kitchen on the site.

On newsstands from today Tv Sorrisi e Canzoni Cucina, a new monthly supplement to Italy’s most widely read weekly, produced with the exclusive collaboration of the website of GialloZafferano, the food media brand that is a point of reference for Italians in the kitchen.

Every month Tv Sorrisi e Canzoni Cucina will offer readers 50 fast and east recipes, explained step-by-step, in the classic GialloZafferano style. Each issue will feature on the cover a TV personality, or a star from the world of music or the cinema, who will share with readers their own specialities in the kitchen. Plus, starters, main course, fish and eggs, tasty ideas with vegetables side dishes, as well as chocolate desserts, creams and fruit. And not forgetting advice on how to vary dishes with alternative ingredients and on easy storage.

“Tv Sorrisi e Canzoni Cucina brings together two worlds much loved by the public, entertainment and cooking, with the aim of giving our readers even more service content, thanks to the experience of GialloZafferano, while maintaining a central focus on quality content, new ideas within the reach of everyone and entertainment for the whole family,” explained Aldo Vitali, the editor of Tv Sorrisi e Canzoni.

The first issue features the Neapolitan actor and director Vincenzo Salemme, with his recipe for spaghetti with tomatoes and basil. “A dish that only seems simple, but the requires the use of high quality, fresh ingredients,” says Salemme. Adding that, “Though I am not a chef, I kow how prepare food. And I like to eat well.” 

Tv Sorrisi e Canzoni is the brand leader in the world of entertainment, with a total audience of over 5.1 million readers and users (Source: Nielsen Media Impact data fusion, May 2020) and more than 900,000 fan (Source: Shareablee, December 2020), thanks to a system that ranges from the magazine, to the web site, social media, and events such as Sorrisi Live, a programme of appointments with leading figures from the entertainment world live on social media every Wednesday, which, since the launch in October, has reached a total of almost  quasi 4 million users. Forthcoming guests include, the actor Serena Rossi on 13 January and the singers Emma and Alessandra Amoroso on 20 January.
The editorial offer of Tv Sorrisi e Canzoni is completed by the supplements Storie di fede, which covers issues related to religion with exclusive stories; Oroscopo, a monthly overview of what is written in the stars, Enigmistica, with 100 games including crosswords, puzzles, sudoku and much more, and special collections of CDs, DVDs, books and gifts, with 2.7 million add-on products sold in 2020.

The launch of Tv Sorrisi e Canzoni Cucina, on newsstands from today with a cover price of  €0.50 plus the weekly, will be supported by a  TV commercial, planned on Mediaset channels.

Great success for the #CucinaEdonaConGiallo, the first social media charity challenge organised by GialloZafferano, the food media brand that is a point of reference for Italians in the kitchen, with more than 18 million unique users and 12 million fans, in support of the Fondazione Progetto Arca charity. 

A five-hour Christmas culinary marathon that involved ten exceptional guests: in fact the the site’s three faces  – Manuel, Aurora and Giovanni – live on social media from the kitchens of GialloZafferano, were joined on videolink by Francesca Barra, Saturnino, the comic duo Matricomio, Franz from Ale e Franz, the starred chefs Alessandro Negrini and Fabio Pisani from Aimo e Nadia, Viviana Varese from Viva, the blogger Ester Marra, the TikToker Aurora Cavallo, alias CookerGirl, in a special recipe-based contest. 

The event also involved users who were invited to post their creations inspired by the dishes presented during the live show, and in this way also contributing to the donation of basic foods to support families in need.  

Thanks to this charitable marathon, tomorrow will see the donation of 5,000 litres of Candia milk and almost a ton of Grana Padano cheese, which will be added to the food parcels that the Progetto Arca Onlus will distribute though its structure to 1,500 families across the country.

Once again GialloZafferano is close to its readers, users and their families by actively helping those in need in a cooking together initiative, for and with their loved ones. Thanks to the participation of its community. The live social media event reached an overall total of more than 2 million users on the Facebook, Instagram and YouTube profiles of GialloZafferano. 

GialloZafferano, Italy’s best-loved food media brand, is betting big time on TikTok to enhance the title with a new language, original content and to further strengthen its relationship with Generation Z.

First launched on the short-video platform in June, the GialloZafferano profile already has more than 200,000 followers, and growing rapidly, with over 17 million video views with the hashtag #giallozafferano and an average of more than 200,000 views and 20,000 likes for each video posted.

On TikTok the Mondadori Group brand offers  original and exclusive content with its unmistakeable mix of recipes for everyone, and the simple ideas and advice that makes the web site a point of reference in the kitchen for 18 million unique users  every month (Source: Audiweb, average Jan-Jun 2020) and 12 million fans on social media, from Facebook to Instagram, Youtube to Pinterest, and now also on TikTok. GialloZafferano produces different and ad hoc content for each platform with the aim of being always close to Italians in the kitchen, thanks to always new proposals and responding, 7-days-a-week, on the web site and on social media, to tens of thousands of comments and requests from users.

“Once again, we are evolving, with new content and approaches, in order to remain in constant contact with people. We follow changes in habits on new media through the constant development of new and original formats, also to interact with a new audience, and expanding our presence on social media,” declared Andrea general manager of Mondadori Media. “For some time now we have seen social media not just as a way of disseminating our content, but as a new paradigm, in which GialloZafferano is the instrument for the creation of a community built around the passion of Italians for food and cooking, a and where it is not the brand that is the protagonist, but people, who are increasingly engaged and central.”

To reinforce even more its position on TikTok, from today, GialloZafferano will also take advantage of the exclusive collaboration of three innovative food creators: Cooker Girl (Aurora Cavallo), Theavokiddo (Aisha Ben Thabet) and michi.fadda (Michela Fadda), very young food enthusiasts who have been able to discover interesting and fascinating ways to emerge and engage users on TikTok.

Aurora Cavallo, or Cooker Girl, is 19, has 250,000 followers and 5.4 million likes on TikTok. She was born in a small village at the foot of Monviso and is a student at the University of Gastronomic Sciences of Pollenzo. She likes to define her cooking as “traditionally new”. Often reinventing tradition, combining different culinary cultures and techniques to make every dish her own, Aurora learned to cook on the web web, watching thousands of video recipes on YouTube and reading numberless articles on blogs, in books and magazines. And it is perhaps this “amateur” background that has had the biggest influence on her way of communicating; spontaneous, simple and direct, rich in values, but hiding close study and limitless passion.

Aisha Ben Thabet, or Theavokiddo, is just 16 years old, has over 450,000 followers and 18 million likes on TikTok, and lives in Milan where she studies and a languages-based high school. She began cooking when he was six years old, along with her sister, and in 2016, for fun, she took part in Masterchef Junior where she came third. During lockdown she took up cooking again and, in a few weeks, her TikTok profile became one of the most popular in Italy. She shoots video recipes that are tasty and within the reach of all schoolkids, in a spontaneous way and an immediate editing style with brilliant effects. The kitchen has become her safe space as, though the ingredients, the preparation and sharing of her recipes, she manages to express her feelings.

Michela Fadda, or michi.fadda, is 20, has over 350,000 followers and 12 million likes on TikTok, and has Sardinian origins and studies Educational Sciences at the di Milano Bicocca University. Even as a little girl she cooked with her mother and grandmother, a passion that she has continued to pursue over the years.  With just her smartphone and her creativity, with her videos Michela tries to transmit the peace and serenity that she herself finds when she’s cooking. With a single light, Michela manages to capture the details of every recipe, enhancing the ingredients and highlighting the preparation of each dish in the editing and an always pertinent choice of music, while also trying to remind us that beauty lies in small and simple things.

For the Mondadori Group, the novelties on TikTok don’t stop here: for some months, other brands have begun to try out new things on this platform, from Grazia, that launched its profile during the recent fashion week, with a continuous increase in the number of followers, to a DMBeauty, Smartworld and Studenti.it.
A continuous evolution that will soon also involve also other Group brands, with new projects and exclusive collaborations. These editorial developments generate new opportunities for interaction and Mediamond is already working, alongside Mondadori, on the development and fine tuning of new proposals for branded content for 2021, aimed at all interested commercial partners.

GialloZafferano, Italy’s food media brand leader, continues its path of di innovation with new functions to help Italians to cook in an increasingly personalised way.

Every day GialloZafferano enters the homes of millions of people to promptly respond to their needs – from the website to social media and smartspeakers – with a catalogue of 5,500 recipes and 1,300 high-definition videos, from today also “made-to-measure” thanks to artificial intelligence.

“The new tools developed by GialloZafferano confirm the brand’s extraordinary vocation for innovation and capacity to constantly evolve, while always maintaining our focus on the needs of foodlovers,” declared Andrea Santagata, general manager of Mondadori Media. “Underlying these results lies continuous research into people’s tastes and easy to prepare recipes, always tried out in the GialloZafferano kitchens, alongside a specialised digital team, operating 365 days a year, to always be able to respond to users’ requests.”

Now the new homepage of the site, using an advanced machine learning algorithm, will, at any moment, be able to provide up-to-date content based on the most popular search items and personal tastes, in this way being able to offer an even more precise experience. The algorithm will show the recipes of greatest interest in a set period of time, viewable on a carousel “The recipes of the moment” and “Most popular”,and will select recipes in relation to the surfing patterns of each users in “Suggested for you”.

The site’s search engine has also been enhanced so that users can access even more rapidly access the GialloZafferano content of most value in response to searches carried out.

Plus, for the first time, step-by-step recipes in a podcast: from this month 100 top GialloZafferano recipes will be available on all platforms (Spotify, Spreaker, Apple Podcast, Google Podcast, Deezer), from Bolognese sauce to tiramisù.

“These new solutions confirm the constant attention of our Group to the most innovative and engaging technological developments and, as always, in the context of premium quality and high level of recognition of our bands. We are already working with our “Brand On Solutions” team on the creation of ad hoc branded content for our clients, who will be able to benefit from a perfect synergy between technological efficiency and our enthusiastic and reactive communities,” commented Davide Mondo, chief executive of Mediamond.

GialloZafferano currently reaches an audience of 18 million unique users every month (Source: Audiweb, average Jan-Jun 2020), with an extraordinary total of 10 million hours spent cooking with the site (Source: Audiweb, average Jan-Jun 2020) and 11.7 million fans on social media.

Even more Italy from McDonald’s: again this year, all restaurants will serve McChicken Variations, sandwiches with 100% Italian chicken breast the result of the combined experience of Italian cooking of GialloZafferano and the unmistakeable taste of McDonald’s.

From today, in all 600 of McDonald’s restaurants in Italy two new sandwiches will be available, in addition to the original classic McChicken recipe. L’Audace, with smoked scamorza cheese, made from 100% Italian milk, grilled and sliced Italian pepper and a sauce with onions and Modena IGP Balsamic Vinegar; Il Goloso, with 100% Italian bacon and a delicious yellow tomato sauce.

The two new recipes, jointly created by GialloZafferano and McDonald’s, are a confirmation of the latter’s role as a partner of the Italian agri-food sector. In fact, to produce the recipes, the company has bought from Italian suppliers  28 tonnes of peppers, 17 tonnes of yellow tomatoes, 17 tonnes of smoked scamorza cheese – from a total of 1.7 million litres of Italian milk -, 44 tonnes of Italian bacon, 2 tonnes of Modena IGP balsamic vinegar and 170 tonnes of Italian chicken breast.

“In 2019 we decided to launch this new project with the support of a partner of the standing of GialloZafferano, which every day enters the homes of millions of Italians to teach them some of the best recipes from around the country. This challenge was well received by consumers and in just 10 weeks over 8 million customers chose the sandwiches that were created by our partnership,” declared Mario Federico, chief executive of McDonald’s Italia. “This is why we are today announcing the second part of the projects, with two new recipes featuring even more of Italy.”

“The fantastic response we received from over 8 million users and consumers was for us proof of the successful formula that underlies this partnership that began last year. We are renewing it now with even more enthusiasm, being able to count on the fundamental values that unite us to a partner of excellence like McDonald’s: innovation, in which GialloZafferano has long been a pioneer and precursor in the food sector, constant attention to the enhancement of taste and the Italian territory, a passion for quality ingredients, which we share every day with our community through the faces and the chefs of  GialloZafferano. In addition, for us, this project is a perfect example of our model of a social multimedia company: strong and much-loved brands, such as GialloZafferano, able to capture the passions and interests of users, creating communities of individuals to whom they can propose unique content, products and experiences,” declared Andrea Santagata, general manager of Mondadori Media.

“The project has evolved from a traditional advertising approach to embrace in a range of branded content contexts. At Mediamond, we are delighted that McDonald’s has recognised the value of an approach able to address the launch of a product with editorial models that are fun and able to engage both the audience and conversions,” declared Davide Mondo, chief executive of Mediamond.

To mark the launch, the new McChicken Variations will also be the protagonists of a live event on social media that will take place today at 5 pm on the Facebook and YouTube profiles of GialloZafferano.

Manuel and Giovanni, well-known faces from the site, will share with the community of food lovers the unique ingredients of these new recipes, to sample and recreate, bringing the McDonald’s kitchen to Italian homes.

The selection of top-quality products for the new McChicken Variations also underpins a storytelling project developed by the GialloZafferano team which, on board an Apecar, will accompany users on a tour of McDonald’s factories, to discover the excellence of 100% Italian food products.

The Mondadori Group confirms its position as Italy’s leading digital publisher: Comscore data for March shows that the Group’s brands are in first place, with a total audience of almost 33 million unique users per month. The reach rises to 84% of the online population, with a peak of 91% among women, corresponding to almost 18 women across Italy.

The figures show that it is not only news that has been rewarded in this period of emergency, but also content related to the passions and interests of Italians, and for which the brands of the Mondadori Group are a point of reference, both in print and in digital.

This success is also confirmed by continuously growing results of social networks. In the months of March and April the combined fanbase of Mondadori’s media brands grew more than 1.7 million people overall, with more than 700,000 new fans on Facebook, over 500,000 new followers on Instagram and 200,000 users on Youtube. Today, the combination of all the communities of the Group’s brands across the various social media platforms totals some 33 million people.

This breakthrough has been achieved, in particular, thanks to the results of certain brands who are now established as authentic protagonists in the lives of Italians and leaders in the vertical segments of food, women and wellness.
A leading role that is confirmed by Comscore data and also supported by the results of the Scenario Media 2020 research, recently elaborated by Mondadori Lab on 3,000 representative Italian users. The rich and varied offer of content in the magazines, live events on social media and other web initiatives and projects, has enables the Mondadori Group to remain lose to its readers and users and be rewarded with significantly rising numbers. In fact, these are results that, once again, underscore the strong links between the brands and their communities and a capacity to continue to put people and their interest at the centre.

The biggest success has been achieved by GialloZafferano which has recorded an absolute all-time record in terms of audience of 22.9 million unique users per month and a 59% reach di (Source: Comscore March 2020), a 40% increase in monthly users compared with the previous record in December 2019.
This outstanding result by GialloZafferano is also confirmed in the weekly data of Audiweb which, in March recorded an average of over 12.5 million weekly unique users, an increase of 100% compared with the pre-lockdown period. Plus, on the day before Easter, GialloZafferano recorded another new daily record, with over 4.5 million daily unique users.
According to the Food Media Brand analysis, produced by Mondadori Lab, GialloZafferano is the undisputed leader among media brands on the media web, TV and print, in the kitchen and the hearts of Italians. In fact, more than one in two people consider it an unmissable point of reference in the kitchen. Moreover, for more than 90% of interviewees it is the top brand for assisted knowledge, reaching 55% in top of mind recognition, being cited spontaneously first among cooking brands by more than one in two of the sample. All of these metrics show that GialloZafferano is the leading brand, further confirmation of its role as the point of reference.

Another important result has been recorded by Donna Moderna which, thanks to a winning mix of stories, live events on social media and practical advice, is once again the brand leader in the women’s segment, with 14.4 million unique users per month (Source: Comscore March 2020). In addition, the Scenario Media survey shows that for 47% of the sample Donna Moderna is the top of mind brand in the women’s segment and the number one brand for assisted knowledge both in print (94%) and online (78%). Donna Moderna is described as useful, complete and a product that the sample trusts and which is able to meet their needs

In the health and wellness segment, Mypersonaltrainer is shown to be a point of reference for Italians in terms of health and wellness, reaching an audience of 14.4 unique users per month (Source: Comscore March 2020).