With its rich, fertile soils; nurturing climate; and bountiful oceans, Naples is the natural kitchen of Italy. Drawing inspiration from this gourmet city, Gustoso is the first of its kind to bring delectable Neapolitan fare into Mumbai.
The insights for the campaign came from common misconceptions people have about Neapolitan food. Statements like, ‘pizza’s need to be thin and crispy or they need to be laden with ketchup or Tabasco’, ‘pasta needs to soft’ and so on were common fallacies appearing as part of reviews across popular food listing websites. BBH decided to use quirk and wit to educate people about authentic Neapolitan cuisine.
The press ads display artistic illustrations of Neapolitan stereotypes and food paired with humorous headlines.
The campaign will employ an integrated strategy that includes print ads, posters, outdoor, radio and digital activations.
Speaking about the campaign, Russell Barrett, Managing Partner and Chief Creative Officer at BBH India, said: “Print ads in mainstream media have either become dull reminders of TV commercials (read key visuals) or purely functional reminders that you’d rather forget. We wanted to ensure we communicated, engaged and entertained people while still only doing print. Because it’s possible.
Gustoso is unique in that it doesn’t cater to what we’re used to in Italian food. The food here is lovingly crafted to taste like genuine Italian cuisine. Whether you like it or not. We hope to have captured the spirit of the offering and the spirit of the people of Naples as well. Most importantly we hope we’ve been able to create enough curiosity for the growing tribe of foodies in this city to visit Gustoso.”
Arja Shridhar, Partner, Indianapoli Hospitality said, “At Gustoso, we want our patrons to experience food that pleases all their senses. We have taken great effort in designing the menu with the help of Chef Giulio Adriani to ensure that we provide dishes with freshest ingredients at the same time are lip smacking, as you would experience in Naples. The team at BBH has skillfully put together communication that helps us convey this and break the clutter with jest.”