Catelli Foods’ Olivieri brand is showing off its new look with a national campaign that celebrates convenience and the joy of easy-to-prepare Italian food.
The refresh includes updated packaging, complete with a new logo and product shots, and new brand positioning which sees Olivieri promise to deliver, “the joy of an Italian meal.”
The brand has also launched four new fresh pastas; Basil Fettucine, Signature Formaggi Tortelloni, Gnocchi, and Red Pepper Fettuccine, and has re-formulated its entire line of filled and stuffed pasta. The re-vamped pastas are thinner, and the ratio of filling to shell has been increased.
The corresponding campaign is targeted at moms, and was developed by the brand’s creative AOR, Toronto-based shop Bob’s Your Uncle. The effort is anchored by three TV spots, currently running nationwide. The ads, which introduce viewers to Olivieri’s Basil Fettucine, Signature Formaggi Tortelloni and Gnocchi, feature a goofy yet loveable dad who is determined to prove his culinary prowess to his family. Since preparing fresh Olivieri pasta is so simple, he succeeds, and the spots end with the tagline, “As easy to make as it is to love.” The same ads (which feature a different actor) are running in Quebec.
“We’re trying to deliver a message of convenience,” said Bob Froese, CEO, Bob’s Your Uncle. “Ultimately having dad make [dinner] is the most unimaginable convenience in the world for mom. Having him do it, and make a show of it as if he’s a chef- which clearly he’s not- delivers the message, ‘this is really easy to make, even dad can do it.’
“What we were looking to do is deliver that sense of joy for the mom that’s currently coming home from work. What really gives mom joy is having her family happy around the table, whether it’s through the food, or the conversation, or the comradery.”
According to Froese, this is the first major campaign from the brand in more than three years, and the first since Olivieri was sold to Catelli Foods by Maple Leaf Foods in 2013. A growing trend towards convenience, changing consumer habits, and new competition all informed the timing of the campaign and the need for a refresh, Froese said.
“The market’s changing, there’s a lot of competition now from store brands that are moving into this category, offering consumers a lower priced option,” said Froese. “We know [the competitors] are a lesser-quality option but it’s difficult for consumers to understand that looking at a shelf. So we wanted to clearly establish a premium positioning… people aren’t willing to sacrifice quality, taste and food experience simply for convenience.”
The campaign, which includes media from Clear Media, is also being supported via social and digital ads, as well as in-store promotion. The effort is slated to run for three months.
