Napolina: The not so humble awards entry

Napolina, an Italian food brand, teamed up with Wavemaker media to ensure big, bold placements appeared in premium high-impact locations as part of a national out-of-home rollout across the UK to drive retail sales, win shoppers and convince them that Napolina is worth paying more for.


We wouldn't say this is the best paper in this year's crop. But it is in the top one.

That's because it smashes the trickiest box on the creative brief: tone of voice.

All too often this is a dumping ground for vanilla adjectives like "honest", "straightforward" and "down to earth".


For Napolina, we turned this convention on its head by repositioning the UK's leading Italian food range as "not so humble ingredients", with a tone of voice that we defined as "justified arrogance".

Basically, by the end of this paper, you're going to be eating out of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands