Catelli 150th Family Reunion Contest

Catelli, a Canadian pasta brand, connected its brand with modern Canadian families by launching a contest where they could win a $10,000 family reunion.

Campaign details

Advertiser: Catelli PastaAgency: Proof Inc.

Where we started

Catelli Pasta is Canada's market leader, and has occupied a premium position by focusing on quality. Still, the category continues to be crowded, with most consumers shopping by price point. New thinking to engage our target audience and build a sense of community was required.

Catelli's annual consumer perception study revealed that consumers often connect the pasta category with the idea of eating dinner with their family. However, a scan of Catelli's competitors underscored that antiquated versions of family are often used in marketing. This ranges from...

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