OUT-OF-THE-MOLD MARKETING
Interview with Luca Giancane
Luca Giancane’s story is as unique as that of Capitelli, the company he has collaborated with for nearly ten years. Born in 1991, he earned a diploma as a surveyor, encouraged by his family. After graduating, he immediately started working, but at the same time enrolled in evening school to obtain a diploma in hospitality - nurturing his true passion: working in the restaurant industry.
This marked the beginning of a highly personal journey: first working in his family’s business, then independently managing a struggling self-service car wash. It was there that Luca discovered marketing - in his own way - spurred by a phrase from his uncle that he still remembers well: “When there’s no work, go out and find it.” Taking that advice to heart, Luca printed promotional flyers and distributed them to local companies, offering a hand car wash service “at home.” “The success was immediate - no one in Piacenza had ever offered a at home car washing service before.”
From then on, it was a whirlwind of ideas and experimentation: a “rain insurance” offer that gave customers a free second wash if it rained within 24 hours of the first, collaborations with a nearby bar to wash customers’ cars during their lunch break, and Facebook posts featuring photos of clients and their cars. “In a short time, the car wash became famous all over Piacenza. I think that’s where my passion for communication was born - it was all instinctive, but it worked.”
Four years later, the car wash was sold, and Luca - now with a hospitality diploma in hand - came into contact with a Capitelli sales rep and began working with the company. “It was 2016. I started as a weekend promoter in supermarkets. It was a temporary job, but after a while, one of the salespeople retired, and I took over some of his clients.”
The turning point came with his intuition to breathe new life into the brand’s communication. “I thought our products were too good to be communicated the way they were. So I started writing, simplifying materials, creating content - all on my own initiative, in the evenings, after work.” Over time, that passion became part of his official role. Angelo Capitelli noticed his talent and asked him to support some of the marketing and communication activities. This led to the launch of the company’s social media pages, a refreshed visual identity, and a series of original and distinctive communication campaigns that helped Capitelli stand out in the cured meat sector.
Among these there was "AFFETTASI", a play on traditional real estate listings, reimagined with bold colors and eye-catching visuals. Then came the "Tavola Cottometrica", inspired by the classic eye chart used by optometrists - but instead of letters, it featured phrases praising the San Giovanni cooked ham.
The "Capitelli Coast to Coast" tour, in which Luca hit the road in a vintage car fully branded with Capitelli colors, traveling across Italy to visit renowned or simply picturesque chefs and delicatessen owners who showcase Capitelli’s excellence every day. And more recently, the promotional campaign for the “La Sposa” mortadella at iMEAT, the international meat trade show at ModenaFiere, where Luca and a model dressed as a bride and groom, drawing surprise and curiosity from both exhibitors and attendees.
Meanwhile, Luca continues to manage the commercial side of the business, with an approach that blends technical skill and emotional sensitivity. “For me, selling is first and foremost a human act. I need to share my passion, offer tastings, tell the product’s story. Sometimes I even design custom graphics for proposals, almost as if I were selling a car - complete with a photo of the client next to the Giovanna (our triple-cooked pancetta) or the San Giovanni (our signature cooked ham).” This passion even led Luca to introduce the Capitelli brand to Spain - something he is particularly proud of.
Looking back on his journey, Luca credits the freedom and trust he’s received from Angelo Capitelli as instrumental. “He’s a brilliant man whom I admire deeply, and every day he pushes me to do better.” He also expresses gratitude to the Italmobiliare Group. “When Italmobiliare acquired Capitelli, I was afraid I’d have to completely change the tone and content of our communication - but it’s been the opposite. I’ve found openness and support. It’s one of the things I value the most.”
