La Casa della Brioche is a place in Garlasco specializing, clearly, in brioches. In recent months he has begun to use increasingly aggressive marketing linked to Garlasco’s murder on social media. Everything on social media can become a meme, now also a marketing tool. We have reconstructed all the steps of this campaign.
On social media i first seconds of a video are fundamental. It is the opportunity, the moment made available by the algorithm to allow those on the other side of the screen to watch it. Anyone has seen one social analytics tab knows it well: most users shakes in the first secondsthose who manage to get to the end are very few. In technical jargon it is the hookthe hook if you want to be English speakers. There are no limits. Not even murder cases. There House of Brioche It’s a place in Garlasco. THE’pay attention to social trends you can already see it from the products that are sold: colorful brioche with toppings that are excellent for photographing for social media and obviously realistic fruit. The TikTok account has been active since 2022 but it is in recent months that a very clear patterna scheme that made it possible to arrive at 18,000 followers and around one million likes. At the base of everything is the murder of Chiara Poggi. The videos are carefully crafted, full of sounds and written in perfect style food vlog. It’s now a very defined aesthetic in the industry. The hooks, very often, start from Garlasco’s case.
Let’s see some examples. “But how hot is Cappa doing in Garlasco? Cool off with our realistic fruit”, obviously the reference is to the Cappa sisters. “Are you studying for exams too? It’s time to take a break”, one of the cruxes of Garlasco’s trial concerned the times in which Alberto Stasi was working on the PC for his degree thesis. “Today we have new developments from Garlasco. The news is this: the giant brioche”, quite clear. “It’s August, we are in Garlasco and as you can see there isn’t a soul. But one thing is certain: the Casa della Brioche is open until August 15th”, Chiara Poggi’s murder took place on August 13th. “Here in Garlasco we have a case still open, no one can decide which is the best brioche”, here too there is not much to add.
It’s not a solo game. If hooks and references are posted from the account, users who comment on the videos they try to chase the meme. “You are to be taken as an example, every time I see your croissants I go into ecstasy, but today you are open”. Or: “Today is August 13th and I thought of you and the good soul of Chiara Poggi”, “Is there a car park to be alone and talk in the car for a while?”, “I’m waiting for my lawyer to return from holidays and I’ll come and taste your delights”. In the latest videos the references are even more explicit: “Alberto came to visit us, and he’s not the only one, Paola, Rosa, Omar too…”. In one of the latest contents it is directly there a photo of the boy who lends his face to the Casa della Brioche together with Massimo Lovati, former lawyer of Andrea Sempio.
Poggi murder, unreleased audio from Sempio on the “Garlasco system” appears: “If you give me money I’ll help you”
Everything becomes a meme
That on social media everything can become a meme It’s not exactly new of the internet. We have already seen it with Garlasco but also with other Italian news cases, from the murder of Yara Gambirasiowith the meme FreeBossetti or that of Giulia Cecchettin with all the edits on Filippo Turetta. That we move from memes to a marketing strategy designed with hooks, editing and continuous links to developments is perhaps a trend that we hadn’t yet seen with these proportions.
