San Remo
We're Family
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Challenge
As the category leader, San Remo's marketing efforts often grow the entire category. With this campaign, they asked us to grow their share of that category. As a secondary objective, we wanted to show a more contemporary view of Australian families.
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Strategy
Attach the feelings of family, warmth and the emotion that food brings, with San Remo's most distinctive brand asset, the Red No.5 Spaghetti pack.
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Creative Execution
As a rich multicultural country, despite many of us coming from different backgrounds and ethnicities, pasta seems to be a staple. So why shouldn't we show the journey of our hero packet of pasta from the supermarket shelf to the table, seen from a range of different families?
In the end, we're all different, but all the same. We’re Family.