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...