At the end of Via Cavour’s portico, near Piazza Unità d’Italia (Novellara's main square), stands the Church of the Beata Vergine del Popolo (Church of the Blessed Virgin of the People), whose foundation stone was laid on 11 November 1704 by Camillo III Gonzaga.

Construction, based on a design by the Reggio architect Prospero Mattioni, continued until 1708. In that same year, on 5 August, the image of the Beata Vergine della Neve (Our Lady of the Snows) - originally painted on the wall above the eastern entrance gate of the castle - was transferred to the new church. At the same time, the statue of San Bernardino (Saint Bernardino of Siena) was brought here from the now-lost Oratory that once stood in front of the Rocca.

At the request of Monsignor Picenardi, Bishop of Reggio, the church was designated a Sanctuary. Its construction was financed by the entire community of Novellara, in gratitude to the Virgin for the many miracles attributed to Her intercession - particularly for having spared the town from the devastating raids of the Gallo-Hispanic regiments in 1702.