Napolina goes for quality in first Lucky Generals activity

Cooking brand Napolina is aiming to change perceptions about what many may view as the “basics” of Italian cuisine – chopped tomatoes, olive oil and spaghetti – in the first campaign by newly appointed agency Lucky Generals.

Launching on out of home and digital out of home sites in Liverpool, Manchester and Birmingham, alongside digital and social media activity, the data-driven campaign will target shoppers to remind them of the quality ingredients that will make their night-in meal. It features the new strapline “Not so humble ingredients”.

The campaign is based on the premise that tomatoes are not just bulking agents; olive oil is not a commodity to be idly tossed into a pan; and that spaghetti is never the support act. Its look and feel is inspired by the brand’s packaging and features imagery of Napolina’s products shot by Patrice de Villiers.

Media has been handled by Wavemaker UK, which claims the activity channels shoppers’ inner Italian by being “loud, proud and passionate about the quality of Napolina ingredients”.

Jeremy Gibson, marketing director at Napolina parent company the Princes Group, said: “With economic pressure seeing people cutting back on eating out, consumers are looking for high-quality food when they eat in. So, this is no time to be humble about the quality of our products.

“With this campaign, Lucky Generals has given Napolina a distinctive brand message and enabled the brand to stand out from the rest of the sector.”

Lucky Generals founder Andy Nairn added: “Napolina’s tasty ingredients have been saving the nation from subpar mid-week dinners for decades. We thought it was time we gave them a voice so they could demand the credit they deserve. And we had a lot of fun doing so.”