Orienting myself on Citterio’s Italian Facebook page and its website, I made an editorial plan with weekly posts focused on engagement and user retention. In constant dialogue with the client, I created visuals and captions that represent Citterio most accurately and that Swiss people can relate to. Each post has to be translated and separated by language. In order to avoid spamming the feed with three languages (German, French, Italian), I restricted the posts by language region and setup the paid campaigns accordingly. To avoid harsh criticism on Citterio’s place in the meat industry, the focus is put mainly on people with interest in cold cuts.