Spaghetti You Won’t Forgetti — Sacla’
Sacla’ were not only losing share to supermarket own brands, pesto pasta was losing its grip on the midweek mealtime. We needed to convince a younger generation of potential pesto lovers to reach for Sacla’.
Our idea — All you need is Sacla’
There was a trend amongst under 40s to use fewer ingredients for affordable and minimum effort mealtimes. What could be simpler than adding some pesto to pasta? Our campaign put pesto on people’s radar, celebrating Sacla’ as the nation’s favourite brand.
We discovered that couples spend at least 61 hours a year discussing what to have for dinner… Our TV ad opens on a couple facing each other in the kitchen. The music is dramatic. We cut from to the other as though in a stand off. We don’t hear them speak, but through gestures and titles we understand their conversation. It’s a very British scene, but it appears quite Italian with their emotional actions and expressive faces.
For the OOH, when all you need is Sacla’ to make a delicious meal, that’s all we added to our headlines. The jar slammed its way into the word pasta, completing the dish with the only 2 ingredients you need. In longer dwell time areas, headlines became more playful, tapping into the moments young people enjoyed meals together…. In front of the (taglia) telly!
The campaign is part of a £2m UK multichannel marketing push for the Sacla’ core range. Supporting OOH and social channels with BVOD across ITV, All 4, and Sky.
