On paper, it might seem like yet another limited-time collaboration. In reality, the GranTurchese x One Piece project, launched to coincide with the second season of Netflix’s live-action series, is structured more thoughtfully than it appears.
The collaboration works deeply across product, design, collectibility, and engagement.
It’s an initiative that taps into the very identity of the brand, reinterpreting it through one of the most powerful and cross-generational fictional universes of recent decades. The packaging and design project is by DUDE Design, which translates the narrative world of One Piece into a new visual language for GranTurchese.
The collaboration works deeply across product, design, collectibility, and engagement.
It’s an initiative that taps into the very identity of the brand, reinterpreting it through one of the most powerful and cross-generational fictional universes of recent decades. The packaging and design project is by DUDE Design, which translates the narrative world of One Piece into a new visual language for GranTurchese.
GranTurchese Sets Sail for New Horizons
The limited-edition GranTurchese x One Piece will be available from February to June 2026 and will feature two lactose-free varieties: a cocoa version with chocolate chips and a whole-grain version with buckwheat and chocolate chips.
While this expansion aligns with current consumer preferences, the real novelty isn’t in the ingredients—it’s in the product itself.
For the first time, the GranTurchese cookie sets aside its iconic “Colussi” engraving and embraces over thirty graphic symbols inspired by the world of One Piece: character names, key words, symbolic references to the saga. These elements introduce variety, surprise, and recognizability.
Each cookie is unique, and every breakfast can tell a new story.
One Piece is one of the longest-running and most intergenerational narratives of the past thirty years. It speaks of adventure, friendship, ambition, and freedom—values that can become meaningful levers for a food brand looking to step beyond the comfort zone of tradition, finding common ground with Luffy’s crew.
The collaboration taps into a specific dynamic: the generation that grew up with anime and streaming is now adult—they shop, consume, and live their daily lives, but they haven’t abandoned their cultural imagination.
While this expansion aligns with current consumer preferences, the real novelty isn’t in the ingredients—it’s in the product itself.
For the first time, the GranTurchese cookie sets aside its iconic “Colussi” engraving and embraces over thirty graphic symbols inspired by the world of One Piece: character names, key words, symbolic references to the saga. These elements introduce variety, surprise, and recognizability.
Each cookie is unique, and every breakfast can tell a new story.
One Piece is one of the longest-running and most intergenerational narratives of the past thirty years. It speaks of adventure, friendship, ambition, and freedom—values that can become meaningful levers for a food brand looking to step beyond the comfort zone of tradition, finding common ground with Luffy’s crew.
The collaboration taps into a specific dynamic: the generation that grew up with anime and streaming is now adult—they shop, consume, and live their daily lives, but they haven’t abandoned their cultural imagination.
Between Heritage and New Generations
The launch is supported by a national campaign combining traditional billboards with Connected TV, bridging past and present. The concept is simple but effective: reinforce the bond with those who have always known GranTurchese, without missing the chance to engage those who grew up with anime, streaming, and global series.
The result is a curious and compelling mix: a brand with over 70 years of history that can speak to new generations without feeling artificial, nostalgic, or “forced young.”
The result is a curious and compelling mix: a brand with over 70 years of history that can speak to new generations without feeling artificial, nostalgic, or “forced young.”
Collectibility & Engagement
The collectible aspect goes beyond the individual cookie: it becomes a continuous engagement mechanism. The packages feature single servings dedicated to the series’ characters, creating a direct link between product and fans.
Completing the system is a national contest combining instant-win prizes with an aspirational grand prize, running from February 26 to April 24, 2026. By purchasing two Colussi products, including at least one GranTurchese One Piece, consumers can:
The grand prize consists of three trips to Japan worth €10,000 each—a symbolic choice that extends the experience from daily consumption to the cultural universe that inspired the collaboration.
Completing the system is a national contest combining instant-win prizes with an aspirational grand prize, running from February 26 to April 24, 2026. By purchasing two Colussi products, including at least one GranTurchese One Piece, consumers can:
- Win daily kits inspired by the saga
- Enter the draw for the grand prize
The grand prize consists of three trips to Japan worth €10,000 each—a symbolic choice that extends the experience from daily consumption to the cultural universe that inspired the collaboration.
Between Co-Branding and Pop Culture
GranTurchese x One Piece demonstrates that co-branding works only when it truly engages the identities of the brands involved. Here, One Piece acts as a meaning amplifier, highlighting and concretizing the values GranTurchese was already expressing—uniqueness, authenticity, and the courage to be oneself.
It’s not just about speaking to the saga’s fans. The initiative uses pop culture as a language to refresh the brand story, starting with the simplest everyday gesture: breakfast, transforming it into a small but meaningful moment of experience and storytelling.
It’s not just about speaking to the saga’s fans. The initiative uses pop culture as a language to refresh the brand story, starting with the simplest everyday gesture: breakfast, transforming it into a small but meaningful moment of experience and storytelling.
