Italy is a dramatic display of the sausage cooking beautifully with red and green peppers and onions in a cast iron skillet as opera music plays throughout the spot. The camera gracefully cuts to unique angles from within the pan that sits on the stovetop. As the sausages get removed from the skillet, we see a close up of something left in the pan. We can then see that its some oil left behind in the shape of the country of Italy.
Philosophy
The Agency needed to speak to the true Italian Americans, and did so via shooting in a realistic, down-to-earth kitchen, as if the food being prepared was always the most important thing in the kitchen. Through the use of subjective food photography, paired with dramatic, Italian opera music, the sausage comes to life as hero in these dramas in a pan. To date, the spots have increased Perris sales by 40%.
Problem
Although Perri has been in the New England area for many years, they needed to create more top of mind awareness in the market. Their main competitor had increased distribution and backed it with some advertising. In an area with strong Italian-American influence, Perri needed to get attention and get credit as the Italian sausage brand with True Italian Taste.