Matching the demand for natural products from Napolina
AMBIENT Italian food brand Napolina has rolled out a new above-the-line marketing campaign to further bolster its market growth.
Representing a major six-figure investment into the brand from parent firm Princes Group, the new campaign focuses on the recent success of the brand with a high-impact national OOH campaign complete with YouTube advertising.
Set to run across October and November, the ‘Your Bolognese Will Thank You’ campaign will take centre stage across the marketing and places the brand’s Chopped Tomatoes cans firmly in the spotlight. The creative highlights the importance of the humble can, emphasising it as the secret to elevating everyday dinners.
The YouTube advert will target at-home cooks and champion their ambition through a light-hearted creative that celebrates the enthusiasm and creativity seen from Britain’s home cooks. The ad follows an ambitious at-home cook as he demonstrates how to make “the perfect spag bol” and why choosing the right tomatoes for it is so crucial.
Princes aims to place Napolina as a go-to choice for these home-cook and reinforce its position in the market for those shoppers seeking out quality Italian ingredients that they know and can trust.
Jeremy Gibson, marketing director at Princes Group PLC, said: “Napolina’s continued growth reflects the increasing demand for trusted, authentic Italian brands in the UK, which is testament to our not so humble confidence and the momentum we’ve built.
“This six-figure investment into the brand, across a two-year period, represents a significant milestone for us. After three years without significant ATL support, we’re demonstrating our commitment to Napolina, our retail partners, and crucially, to our consumers by making a bold statement about our ambitions.
“Our target audience of passionate at-home chefs are increasingly turning to platforms like YouTube for food inspiration, recipe ideas and cooking tips. By focusing purely on high-impact OOH and YouTube, instead of traditional TV, we’re reaching home cooks exactly where they are, with a campaign that celebrates the joy and creativity of cooking with Napolina.”
