Agency: Legas Delaney
Client: Giovanni Rana
Italy’s no.1 fresh pasta brand Giovanni Rana is ramping up its UK brand visibility this autumn via an improved digital offering, a series of nationwide experiential in-store activities and a £2.5m celebrity backed advertising campaign.
Giovanni Rana is hoping to engender passion and loyalty for its produce in British consumers, and up its market share within the ‘meal solutions’ category among “Hedonistic Urbanites” – the target audience it has identified as time-poor, cash rich professionals who are looking for delicious food that can be cooked in minutes.
TV presenter Tim Lovejoy has been signed up as brand ambassador to demonstrate the ease of cooking Italian food with Giovanni Rana fresh pasta.
The advert sees Tim panicking over a home-cooked dinner he is preparing for a date who is dropping by his apartment any minute, and he enlists the help of his beautiful Italian neighbour.
Using Giovanni Rana fresh filled pasta, she helps him prepare a quick and delicious meal in a minute, underscoring the products’ core offerings: convenience, speed and taste.
The advert will be aired in both the UK and the Republic of Ireland, with behind-the-scenes footage seeded onto social media sites including You Tube and Giovanni Rana’s own Facebook page and Twitter feeds to generate chat and online visibility.
A two-week Heart FM radio promotion that gives listeners the opportunity to win a romantic weekend for two in Verona – Giovanni Rana’s heartland – will also support the TV advertising.
The brand’s new website will give consumers a more interactive platform on which to browse product offerings and obtain recipes.
It will also incorporate other online tools including a Food Market Guide – giving consumers suggestions on which foods or ingredients best complement their Giovanni Rana pasta meal, and a search engine that finds particular recipes using Giovanni Rana fresh pasta based on consumers’ individual preferences and tastes as well as what they have in their fridge and cupboard.
There will also be a facility to join Giovanni Rana on Facebook where group members can share recipes and view the Recipe of the Week, as well as find out more about the latest promotions and other experiential activities.
“Autumn is a very exciting time for the brand and, as the winter months draw in, consumers will be looking to get a flavour of the Mediterranean on their plates,” said marketing manager of Giovanni Rana UK, Stephanie Brillouet.
“Although pasta is one of Britain’s favourite foods, consumers are surprisingly confused about how to cook fresh filled pasta. We hope that, through reinforcing Giovanni Rana as a brand aligned with both authenticity and good taste through various campaigns, time-starved consumers and unconfident cooks will be convinced that delicious, quality Italian food can be created both quickly, efficiently and with minimal fuss.”