Due to run until mid-August, the activity centres around three new idents for the brand’s first Come Dine with Me sponsorship, premiering on Channel 4. Initials have created nine idents for the activity, featuring three different scenarios in 5, 10 and 15 second clips.
Wider campaign elements include radio advertising. Media buying is by Zenith, while Brave Spark worked with Initials on the production aspects of the campaign.
The ‘It’s got to be Galbani’ campaign plays on the infamous scene from the show Come Dine with Me itself, where one of the contestants struggled to pronounce the word magnificent.
Initials designed the campaign creative in response to new brand insight that indicated consumers sometimes struggle to remember the Galbani brand name. The campaign is targeting 25 to 35-year olds, foodies who like quality products and recognise great Italian food requires combining simplicity with the right fresh ingredients.
Heloise Le Norcy-Trott, Group Category & Marketing Director at Lactalis McLelland, said, “Galbani is the number one mozzarella brand in Italy, and its reputation for quality is well-established, but there is a job to do in terms of raising brand awareness in the UK market. As Galbani is a leading brand of Italian cheese, Come Dine with Me is a natural, authentic partnership choice for us. The creative that Initials came up with directly aligns with the programme content itself, allowing for a seamless transition from the show to the idents and back again, whilst being entertaining and communicating our key brand message. We’re very happy with the results.”
Richard Barrett at Initials said, “Idents are always an interesting challenge, you can’t make brand claims so need to look at different ways to be memorable. That automatically encourages a creative approach to this type of execution. This is a playful campaign, designed to link to both the partnership in play and audience insight in a clever, highly engaging way.”
Source: Initials
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