Convention
Italian food brands are stuck in a sea of stale Italian stereotypes; Nonnas, trattorias, and tired magazine recipes.
La Famiglia Rana have the best fresh filled pasta product by far, but it risked being lost in a wallpaper of cliches while the UK food scene was pushing forward, exploding with bold flavours, street food vibes, and TikTok tutorials.
THE Relative Advantage Approach
Modern foodies weren’t flipping through food magazines and massive cookbooks, they were scrolling, swiping, and grabbing dinner on the go.
So, we flipped the script to make La Famiglia Rana part of modern food culture: from tradition to innovation, from print to phone, from pasta night to tonight’s pasta.
To supplement our mass-reach TV and VOD campaign, we ditched traditional food-focused media and partnered with Mob Kitchen, a social-first platform with 3.8 million followers, to create a ten-part content series that redefined midweek meals.
Quick, creative recipes using La Famiglia Rana’s fresh pasta and cupboard staples gave busy, modern foodies what they craved: inspiration without the fuss.
Then we took it to the streets. Over a few Summer weeks, we took a branded La Famiglia Rana food van to some of the UK’s busiest street food hotspots, supported by targeted out-of-home.
It wasn’t just sampling, it was proof that fresh pasta could be fast, easy, and exciting.
To amplify reach, we teamed up with Capital Radio and Jordan North, to promote our La Famiglia Rana street-food van to the British public – turning a grassroots food tour into a national moment. Nine cities. Nineteen days. One bold campaign that proved smart spend beats bigger budgets every time.
THE IMPACT
Spontaneous awareness up from 2% to 9%
Brand awareness increased from 18% to 40%
Consideration increased from 14% to 33%
+114% YoY increase in the number of fresh filled pasta units sold (500 tonnes in one month!)
Increased their UK household penetration by +50% and improved ROS in core stockists
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