Dolmio ‘Naked Pasta’: Getting saucy with a gnocchi botty

Oh, la bella vita, i vini pregiati, la bella gente, le strade di Roma e, naturalmente, la pasta. Yep, this week we are channelling all things Italia; well, we do have Roman ancestry you know (dating back to when Nice was part of the Kingdom of Piedmont-Sardinia, a state that was one of the predecessors to the modern Kingdom of Italy).

Anyway, all of which, we believe, makes us perfectly qualified to critique the latest “cheeky” work to come out of Dolmio; a brand that is actually about as Italian as Vegemite, created in Australia and now owned by Mars.

Still, in a naked celebration of pasta’s “perfect partner”, the brand is running an OOH campaign shot by body photographer Sophie Harris-Taylor and designed to prove that pasta is truly naked without its sauce.

The activity, which launched late last week to celebrate World Pasta Day, features suggestive shots of pasta depicted as body parts.

And, guess what, they have even carried out research to back it all up, with 44% on Brits saying it is ‘criminal’ to eat plain pasta, and half (50%) crowning pasta the ultimate comfort food.

The research also uncovered the pasta behaviours, guilty pleasures and foodie trends that are already shaping our dinner plates. From Gen Z drizzling hot honey over their penne, to a growing appetite for miso butter, truffle and even kimchi, Dolmio’s study reveals that pasta is evolving.

The OOH ads, which are running across London and Manchester, together with social activation, are aimed at stopping commuters in their tracks and even inspiring that night’s dinner.

Mars Food & Nutrition European brand director Hana Hutchinson said: “Pasta is nothing without its partner in crime – a tasty sauce. This campaign is all about reminding people that a great sauce can really make the dish, via a cheeky and playful creative.

“And with Dolmio’s wide portfolio there are a range of ways for people to ‘get saucy’ when they need a quick pasta fix, without having to compromise on flavour.”

Sophie Harris-Taylor added: “Bodies and skin are a bit of a theme throughout my work, so I was excited to see If I could apply this to a whole new, culinary subject. I loved the tongue in cheek ambition of creating something a bit fun that the public will double take at.”

So, what is the consensus around the Decision Marketing office?

Well, give them their due, this is a certainly a departure from the usual Dolmio saucy ads, which other than the quick-thinking Tottenham Hotpsur “Lasagna-gate” activity have relied heavily on animated characters with a splash of humour.

No doubt some people will get the hump and Dolmio might even face an “arse-gate” Advertising Standards Authority probe. However, this is all pretty mild stuff and even the mighty Michelangelo di Lodovico Buonarroti Simoni would be pretty proud of such artistry.

Decision Marketing Adometer: A “linguine loving” 9 out of 10