• Food and Beverage
  • Case Study

Amedei: a new omnichannel shopping experience with Var Group

Customer experience and compelling storytelling
Logo image
Amedei, part of the Ferrarelle Group, now shares its story through digital channels in a journey that blends storytelling and shopping experience. A communication strategy that highlights the uniqueness of its production and widespread distribution: “from bean to bar.” The true evolution lies in the decision to showcase the brand’s processes, people, and sustainability through new digital platforms, while also redesigning the purchasing experience. With the new website, customer experience becomes essential in guiding clients through a fantastic world, all the way to home delivery. The visibility plan and organic campaigns, developed through teamwork with Var Group’s Digital Experience Agency, have created a unique way of telling the Amedei story, bringing it closer to a demanding and quality-conscious audience.
Brand repositioning and e-commerce acceleration
Amedei aimed for a digital evolution that would free it from traditional methods and guide it toward a new market paradigm, through the enhancement of e-commerce and an omnichannel strategy. This goal was achieved by initiating a brand repositioning journey and upgrading both the corporate website and digital channels.
A fully integrated digital strategy
The project began by addressing the most urgent issue: previously structured as a catalog, the corporate website was completely rebuilt using Shopify technology—scalable, user-friendly, and already equipped with the potential to evolve into an enterprise-level platform. By integrating a Product Information Management (PIM) system, all company data, even from heterogeneous sources, was connected and systematized, simplifying analysis and strategic decision-making. Finally, a dedicated performance team was established to set goals aligned with the company’s objectives, achieved through continuous e-commerce site optimization and the development of successful social media campaigns.
Shared strategy and cohesive teams

Since 1990, Amedei has been transforming the finest cocoa beans into exquisite chocolate bars with dedication, craftsmanship, and respect. To these values, innovation has been added—an area of excellence for Var Group, the technology partner that, through the expertise of its digital agency, has helped the company stay competitive in the market with a new paradigm and new tools.

"With Var Group, we built a solid digital communication strategy that enhances the user experience and strengthens brand awareness, thanks to user-friendly tools and streamlined purchasing journeys. Moreover, a compelling storytelling approach makes our values and our commitment to the environment fully transparent."

Luca Beretta | General Manager