San Remo tasked us with increasing the sales of dry pasta. However, as category leader, they already had a significant market share and an incredibly well-known brand. To succeed, we needed to grow the entire category.

To encourage consumers to purchase and consume more pasta - more frequently - we decided to own a day of the week, giving people an occasion to do so. Pasta has a range of benefits, so we developed a framework that allowed us to talk to each of the benefits, while making people hungry.

Owning Friday, we created Make Friday Night Pasta Night – a celebration of the cuisine and a reason for families to come together. We combined rationale with emotion, showcasing benefits like carb loading for Saturday sports and the ease of making pasta for a family meal with delicious-looking imagery where food was the seductive hero.

We achieved dramatic growth in the dry pasta category, with a significant growth for San Remo as a result. The average dollar value share of the category increased by 0.9%. Baseline sales increased significantly between 3.8% and 9.4% between markets. 

Halo impact on baseline sales ranged from 16.2% to 25.8% between markets.

The campaign was restricted to ACT and TAS for clear testing.