Make Friday Night Pasta Night
San Remo tasked us with increasing sales of dry pasta. However, as category leader, they already had a significant market share and an incredibly well-known brand. To increase sales, we needed to grow the category.
To grow the category, we needed to encourage consumers to purchase and, importantly consume, more pasta, more frequently. So we decided to own a day of the week and give people an occassion and a bunch of reasons why eating pasta was a good idea. Pasta is good for a range of reasons, 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 pasta and a reason for families to come together over pasta. We combined rational reasons like carb loading for Saturday sports and the ease of making a pasta meal for a family with delicious-looking imagery where food was the seductive hero.
Overall dramatic growth in dry pasta category, with a significant growth for San Remo as a result.
Average $ value share of 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.