Title | Italy's Best Kept Secret |
Agency | BMB |
Campaign | Italy’s best kept secret |
Advertiser | Rana |
Brand | La Famiglia Rana |
Date of First Broadcast/Publication | 2022 / 3 |
Business Sector | Food |
Story | The campaign kicks off with a paid influencer drive that centres around the launch of a new and exclusive cookbook from the Rana family, called “Italy’s Best Kept Secret”. But this is no ordinary cookbook. The beautifully crafted, weighty tome contains a secret - a free pack of Rana’s fresh filled pasta, nestling in a hidden, hollowed-out compartment, positioned where the bulk of the book’s pages should be - allowing influencers and media alike to discover Italy’s best kept secret for themselves. The campaign continues with a four week press campaign where the ads will feature a coupon for a free pack which consumers can redeem in-store. This will run alongside outdoor advertising raising awareness of the brand including a QR code to drive people to a bespoke Italy’s Best Kept Secret landing page, where they can download a digital copy of the cookbook. |
Philosophy | The campaign aims to snap UK consumers out of their repetitive mealtime habits by positioning the premium pasta brand as a different and delicious choice. |
Media Type | Branded Book |
Chief Creative Officer | Matt Lever |
Creative Team | Andy Burrell |
Creative Team | Katie Burrell |
Head of Strategy | Sarah Sandford |
Business Director | Kate Woodruff |
Account Director | Lucy Williams |