Italian food brand Napolina has announced a major six-figure ATL investment to “further bolster its strong market growth.”
The brand is seeking to capitalise on its recent successes with a high-impact national OOH and YouTube ad campaign running throughout October and November, as it aims to “bring a taste of Italy to more British tables” via its ambient grocery lines.
Napolina’s Your Bolognaise will Thank You creative will take centre stage across OOH, putting the chopped tomato can firmly in the spotlight. The creative highlights the importance of the humble tinned tomato, emphasising that quality is the secret to elevating everyday dinners.
Meanwhile YouTube will premiere a new concept that heroes at-home cooks called Now You’re Cooking. The light-hearted creative follows a confident, at-home chef as he passionately demonstrates how to make the perfect spag bol and why choosing the right tomato is so crucial.
Ad locations
The OOH investment will target high-footfall locations including UK train stations as well as roadside large formats at Fulham Broadway, Hammersmith Broadway, Gypsy Corner, Trinity Way and Grand Central Birmingham.
Jeremy Gibson, marketing director at supplier Princes Group PLC, said: “Napolina’s continued growth reflects the increasing demand for trusted, authentic Italian brands in the UK, which is testament to our not so humble confidence and the momentum we’ve built.
“This six-figure investment into the brand represents a significant milestone for us. After three years without significant ATL support, we’re demonstrating our commitment to Napolina, our retail partners, and crucially, to our consumers by making a bold statement about our ambitions.”
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