MAMMA RITAMARKET-FIT STUDY
FIND THE FIT.THEN COMMIT.

Positioning, creative directions and a preorder test.

MARKET-FIT STUDY / 202601
MAMMA RITAPOSITIONING TO TEST
A POSITIONING HYPOTHESIS.

Made like
100 years ago.
Looks like now.

Does traditional Italian oil with a bold, modern look give people a reason to preorder?

Green Mamma Rita bottle nestled among freshly harvested olives
MARKET-FIT STUDY / 202602
MAMMA RITAWHAT WE SELL
ONE PRODUCT. ONE FORMAT.

The oil comes
in a can.

Extra virgin olive oil.
Packed only in aluminium cans.

Keep it sealed until you need it.
Open a can. Refill your bottle. Get cooking.

THE CAN IS THE PRODUCT.
THE BOTTLES ARE REFILLABLE DISPENSERS.
Hand holding a Mamma Rita olive oil aluminium can against blue skyOpen a can. Start fresh.
MARKET-FIT STUDY / 202603
MAMMA RITAVALIDATION ROADMAP
A NEW PRODUCT. DEMAND STILL TO PROVE.

Test demand.
Then commit to production.

THE TRADITIONAL ROUTE Commit first. Learn later.
  1. ManufactureProduce the oil
  2. Print & packageLabels, packaging, goods
  3. Stock upPut it on pallets
  4. Market & learnFind out if it sells
OUR ROUTE Learn first. Then commit.
  1. Create marketingBranding, messaging, visuals
  2. Sell preordersArrival in one month
  3. Read the resultsValidate or reposition
  4. Make & shipIf results justify production
Keep room to experiment before committing to manufacturing and printed packaging.
MARKET-FIT STUDY / 202604
MAMMA RITAPREORDERS / THE DECISION
THE PREORDER IS THE TEST.

Will they buy today
and wait a month?

  1. TodayCustomer places a preorder
  2. Before productionRead the preorder results
  3. In one monthPlanned arrival, stated upfront
ORDERS COME IN → ASSESS & PROCEED

A strong signal of appeal.

Paid preorders signal appeal. Assess the results before committing to manufacture, package and ship.

NO ORDERS → REPOSITION & RETEST

A red flag to investigate.

Try a different position, message or creative before committing to production.

Once stocked, 3–5-day delivery removes the month-long wait and may improve conversion.Validate first. Keep the freedom to change.
MARKET-FIT STUDY / 202605
MAMMA RITAEXECUTION ROADMAP
FROM POSITIONING TO SALES.

Five steps.
One market test.

  1. 01

    Brand study & positioning

    Define the positioning and creative direction to take into the market.

  2. 02

    Build the Shopify store

    Optimize for conversion. Create pillar content around health, cooking and related topics.

  3. 03

    Run the presale campaign

    Launch Facebook ads and manage media buying. Use preorder results to assess demand.

  4. 04

    Get the product ready to ship

    Move ahead with production and prepare the product for shipping once results justify it.

  5. 05

    Restart campaigns. Generate sales.

    Restart the campaigns, launch new ones and continue marketing with the product ready to ship.

MARKET-FIT STUDY / 202606
MAMMA RITAVISUAL IDENTITY / RATIONALE

Oil gives it its shape.

Rounded letters, flowing curves and a sweeping underline.
A visual connection to the product, to carry into the market test.

Mamma Rita logo with rounded flowing letters and sweeping underline
THE MARK
Mamma Rita logo formed from olive oil in a frying pan
THE SHAPE IN OIL
MARKET-FIT STUDY / 202607
MAMMA RITAUSE CASES TO TEST
Woman with frying pan01 / COOKING

Turn up
the heat.

Does cooking & frying give people a reason to buy?

Man with salad bowl02 / FINISHING

Give it
the finish.

Does finishing & drizzling give people a reason to buy?

MARKET-FIT STUDY / 202608
MAMMA RITACREATIVE CONCEPTS TO TEST

Cooking: three creative routes to test.

Woman with frying pan
W01Woman with frying pan
Oil comet
C16Oil comet
Little flame cook
C22Little flame cook
MARKET-FIT STUDY / 202609
MAMMA RITACREATIVE CONCEPTS TO TEST

Finishing: three creative routes to test.

Man with salad bowl
M01Man with salad bowl
Bread sponge
D15Bread sponge
Taste on the tongue
D31Taste on the tongue
MARKET-FIT STUDY / 202610
MAMMA RITAFORMAT EXPLORATION / WHITE

The can sells oil.
The bottles dispense.

White bodies. Green labels.
Test the presentation while keeping the can as the product.

FORMAT EXPLORATION / WHITE
MARKET-FIT STUDY / 202611
MAMMA RITAFORMAT EXPLORATION / GREEN

Same offer.
Another direction.

Green bodies. White labels.
An alternative visual route for the same canned-oil offer.

FORMAT EXPLORATION / GREEN
MARKET-FIT STUDY / 202612
MAMMA RITAVISUAL HYPOTHESIS 01
NEON GREEN ON FOREST GREEN

Can bold colour
earn attention?

Neon on dark green: a direction to test for attention and preorder appeal.

MARKET-FIT STUDY / 202613
MAMMA RITANEON / COOKING

Cooking.
Which creative?

Three illustrations for the same cooking offer.
Test which one gives people a reason to preorder.

NEON / COOKING
MARKET-FIT STUDY / 202614
MAMMA RITANEON / FINISHING

Finishing.
Which creative?

Salad, bread and taste.
Three ways to test the appeal of finishing oil.

NEON / FINISHING
MARKET-FIT STUDY / 202615
MAMMA RITANEON / TASTE

Lead with
taste?

A taste-led concept across the can and dispensers. Test whether the message makes the offer more appealing.

NEON / TASTE
MARKET-FIT STUDY / 202616
MAMMA RITANEON / UNBOXING

A possible
delivery experience.

Dark green packaging with neon graphics.
A mockup to evaluate before committing to print.

NEON / UNBOXING
MARKET-FIT STUDY / 202617
MAMMA RITAVISUAL HYPOTHESIS 02
RED ON WHITE

Does red on white
connect better?

An alternative colour direction for the same offer. Compare its preorder appeal with neon on green.

MARKET-FIT STUDY / 202618
MAMMA RITARED / COOKING

Cooking.
Another visual route.

The same three cooking concepts in red on white.
A colour alternative to take into the test.

RED / COOKING
MARKET-FIT STUDY / 202619
MAMMA RITARED / FINISHING

Finishing.
Another visual route.

The same finishing concepts in red on white.
Explore which presentation connects with buyers.

RED / FINISHING
MARKET-FIT STUDY / 202620
MAMMA RITARED / TASTE

Taste.
Another visual route.

Green bodies. White labels. Red graphics.
The same taste-led idea in the alternative direction.

RED / TASTE
MARKET-FIT STUDY / 202621
MAMMA RITARED / UNBOXING

Packaging options.
Before we print.

Two mockups to evaluate while changes are still easy.

Red box tape option one
OPTION 01
Red box tape option two
OPTION 02
MARKET-FIT STUDY / 202622
MAMMA RITAGREEN / UNBOXING

A quieter
packaging option.

White tape with green graphics.
Another packaging option to evaluate before production.

GREEN / UNBOXING
MARKET-FIT STUDY / 202623
MAMMA RITAMAMMA RITA
THE NEXT STEP: TEST THE OFFER.

Find the fit.
Then commit.

MARKET-FIT STUDY / 202624