Aveia Corte Rústico Launch

Nestlé needed to expand the perception of oats beyond breakfast, speaking to an audience already looking for more elevated home cooking, people willing to rethink simple ingredients in a sophisticated way.

There was a clear opportunity here: the simple can be extraordinary when elevated the right way. Oats had untapped gastronomic potential.

We invited chef Helena Rizzo to create a full tasting menu with oats as the central ingredient, including the RisOAT, an oat risotto that became the standout moment of the menu.

Immersive event in a rustic-sophisticated setting, bringing together guests and influencers, with the RisOAT filmed for the launch campaign.

Oats stopped being just a breakfast ingredient and became seen as a versatile, sophisticated grain, positioning Nestlé as a pioneer in that new perception.