When S.Pellegrino appointed Zesty to launch Ciao, their new sparkling beverage, into the Australian market, the brief had two parts: make the product impossible to miss, and make it feel unmistakably Italian. Building on the campaign concept A Gift from Italy, Zesty designed a 6-metre by 3-metre exhibition stand in the product's brand colours for Food + Hospitality Week at ICC Sydney, one of Australia's most significant hospitality trade events, attended by buyers, operators, chefs, and media.

Every element of the stand was custom-designed and produced from scratch: signage, custom-printed fabrics and flooring, and brand ambassador costumes crafted to embody the sophisticated, premium positioning of Ciao while staying playful and engaging. Nothing was off-the-shelf, and the entire build was delivered on an extremely tight turnaround.

To generate buzz at the opening, Zesty produced a gift-reveal PR stunt that created genuine intrigue from the first hour of the show, drawing attention to the stand and the product in exactly the way a launch moment should.