The pasta category in Canada was in decline, and although Italpasta had memorable advertising throughout the 80’s, this “home-grown” lacked a distinct brand identity and simply blended into the rest of the category.  Cundari led the Italpasta re-branding of both its positioning and its brand expression based on the Canadian consumer’s universal love of pasta.

We tapped into a deep emotional connection and our lifetime relationship with pasta, linking Italpasta as the brand that is there each step of the way.   The full 360s campaign resonated with Canadians, as consumers showed their love at the checkout counter.

RESULTS:

• Volume shares up +6%
• Net sales grew 5.6%