Italy’s healthy food market — certified organic products, plant-based, gluten-free, lactose-free, functional foods, superfoods — is one of the fastest-growing segments in the Italian food industry. Brands from Granarolo Bio and Probios to new plant-based players (Oatly, Heura, Planted) and GDO organic private labels invest in campaigns where the talent must visually embody the brand’s values: health, awareness and authenticity.
Casting for healthy food campaigns differs radically from conventional food advertising. The required aesthetic is not that of the conventional model, but of the authentic, conscious consumer:
Wellness and active lifestyle profiles: ages 25–45, healthy and natural look, athletic but not bodybuilder physique, able to convey everyday vitality. Common contexts: home kitchen, organic market, morning run, office lunch break. Authenticity beats perfection.
Vegan and plant-based talent: for brands communicating ethical as well as health values, casting often prefers talent who genuinely adhere to the promoted lifestyle — or who can convincingly embody it. Young profiles (22–35), contemporary look, genuine attitude towards sustainability.
Health-conscious families and parents: campaigns for organic baby products, healthy snacks, wholegrain children’s cereals. Aware and informed parents, natural look, children aged 3–10. The message is care and responsibility towards the family.
Senior profiles for functional food: omega-3, probiotics, gut health products, fortified foods. Active and curious over-50s, projecting wellbeing without connotations of fragility.
EU Regulation 1924/2006 governs nutritional and health claims on foods. Terms like “supports immune defences” or “reduces cholesterol” require EFSA authorisation — this directly impacts the casting brief (the talent cannot enact unauthorised claims). TOAgency does not provide regulatory advice but ensures profiles are appropriate for the briefs received.
The healthy food sector is represented at Sana (Bologna, organic and natural), Tuttofood (Milan) and Vinitaly Sol&Agrifood (Verona). For trade fair staff see our guide to food and wine trade show staff in Italy.
Contact us via our B2B quote form specifying: product type, brand values (organic, vegan, gluten-free, functional), required profile, campaign format and production date. We reply within 24 hours.