The campaign, which includes TV sponsorship, radio and press advertising, will showcase the brand’s Bursting with Real Napolina Passion campaign, promoting the message of ‘simple, good quality ingredients made with real Napolina passion’.
Napolina will sponsor the new series of ITV’s Gino’s Italian Escape: A Taste of the Sun – an Italian cooking and travel programme hosted by Gino D’Acampo. The new series (of six episodes) airs at 8pm every Friday from 5 September 2014.
Napolina, which is purchased by 56% of UK households (Kantar Worldpanel Online 52 w/e 20 July 2014), will receive 40 seconds of sponsorship accreditation per 30-minute TV episode, plus an additional 20 seconds per episode on ITV Player. The last series of Gino’s Italian Escape achieved a peak audience of three million viewers and a 13% share of the audience.
As part of this year’s campaign, Napolina will also be advertised during a selection of popular programmes on ITV Player.
“As brand leader in several major Italian food categories, including canned tomatoes, dry pasta, pulses and pizza bases, we want to increase brand awareness, communicate product quality and drive trial of our extensive range,” said Napolina marketing director Dean Towey. “Gino’s Italian Escape is an ideal fit for Napolina, as it helps us to demonstrate our heritage, passion and reputation as a one-stop shop for Italian cooking. It will also provide shoppers with inspiration for new recipes and usage occasions for our products.”
Napolina is further strengthening the integrated campaign with a range of 30-second radio adverts on Smooth FM, reaching 3.3 million adults nationally, as well as a series of press advertisements.
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