San Remo

We're Family

  • 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. 

  • 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.

  • 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.