Quality speaks for itself: Italy’s Historic Establishments take centre stage in the illy campaign
There are stories that need not be invented, for they live on every day in the gestures, the faces and the places that stand the test of time. It is from this realisation that the campaign “Your stories. Our story’, through which illycaffè has chosen to give a voice to eight of Italy’s Historic Establishments, authentic symbols of Italian hospitality.
This is not a conventional advertising campaign, but a shared narrative celebrating a year of collaboration between the Trieste-based company and the Associazione Locali Storici d’Italia: a partnership founded on shared values such as quality, attention to detail, respect for tradition and care for people.
Eight venues, eight true stories
From Trieste to Palermo, the campaign unfolds through images and words that tell real stories. The protagonists are not models, but the owners, the families and the people who have looked after these places for generations, keeping their identity and cultural role alive within the fabric of their cities.
The Historic Establishments involved in the project are:
Caffè Gilli
Al Mangia
Caffè Concerto Paszkowski
Caffè Lavena
Bar Pasticceria Converso
Antica Trattoria Suban
Villa Igiea
Caffè Centrale
A story that gives space to the locations
The strength of the campaign lies in its simplicity. illy chooses to take a step back and let the locations speak for themselves, entrusting the narrative to those who embody the values of hospitality and service every day.
The tagline “Quality loves the details” thus becomes much more than a slogan: it is the natural embodiment of what unites illy and Italy’s Historic Cafés. A culture of “doing things well” that is expressed through consistency, attention to detail and respect for relationships – those that are authentic and enduring.
A dialogue built to last
The eight adverts in the campaign are the result of a genuine dialogue, built up over time. Not fleeting adverts, but images that tell the story of a shared journey and a common vision of Italian hospitality.
Like all well-told stories, these too are destined to endure, because they speak of people, places and a cultural heritage that continues to live on through the daily work of the Locali Storici d’Italia.
To find out more about the campaign: