Italian food brand Napolina has announced a six-figure investment to further boost its market growth, with a high-impact national out-of-home (OOH) and YouTube advertising campaign running throughout October and November.
Campaign aims to bring Italy to British tables
The brand is seeking to capitalise on recent successes and aims to bring a taste of Italy to more British tables. Napolina is shifting its investment towards high-impact advertising. With YouTube now the second most-watched service in the UK, the brand said this will enable it to connect with modern, at-home cooks at crucial moments throughout their shopping journey.
Creative highlights tinned tomatoes and home cooks
Napolina’s 'Your Bolognaise will Thank You' creative will take centre stage across OOH. The creative highlights the importance of the tinned tomato and champions the idea that all great Italian meals start with great tomatoes.
YouTube will premiere a brand-new concept that heroes at-home cooks with 'Now you’re cooking'. The light-hearted creative aims to celebrate the enthusiasm and ambition of Britain’s home cooks.
High-footfall locations targeted
The OOH investment will target high-footfall locations including UK train stations Liverpool Central, Liverpool Lime Street, Manchester Piccadilly, Kings Cross and Birmingham New Street as well as roadside large formats at Fulham Broadway, Hammersmith Broadway, Gypsy Corner, Trinity Way and Grand Central Birmingham.
Additionally, D48 billboards will be in proximity to local stockists such as Liverpool’s Stanley Road, near the Sainsbury’s on Great Homer Street, and Prescot Road near the Tesco.
Princes Group marketing director comments
Jeremy Gibson, marketing director at Princes Group, commented: “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, across a two-year period, 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.
“Our target audience of passionate at-home chefs are increasingly turning to platforms like YouTube for food inspiration, recipe ideas and cooking tips.
“By focusing purely on high-impact OOH and YouTube, instead of traditional TV, we’re reaching home cooks exactly where they are, with a campaign that celebrates the joy and creativity of cooking with Napolina.”
