“Italy’s best kept secret” aims to snap UK consumers out of their repetitive mealtime habits by positioning the premium pasta brand as a different and delicious choice.
The campaign kicks off with a paid influencer drive that centres around the launch of a new and exclusive cookbook from the Rana family, called “Italy’s Best Kept Secret”. But this is no ordinary cookbook. The beautifully crafted, weighty tome contains a secret – a free pack of Rana’s fresh filled pasta, nestling in a hidden, hollowed-out compartment, positioned where the bulk of the book’s pages should be – allowing influencers and media alike to discover Italy’s best kept secret for themselves.
The campaign continues with a four week press campaign where the ads will feature a coupon for a free pack which consumers can redeem in-store. This will run alongside outdoor advertising raising awareness of the brand including a QR code to drive people to a bespoke Italy’s Best Kept Secret landing page, where they can download a digital copy of the cookbook.
La Famiglia Rana said: “As an authentic, family-run business, it felt appropriate that we would continue to embody our motto of ‘Live life generously’ by creating this beautiful and exclusive cookbook filled with the real secret to enjoying perfect pasta at home – our delicious tortelloni – and of course some of our favourite fresh pasta recipes too – a gift from our family to everyone in the UK”.
Matt Lever, CCO at BMB said: “We’re very excited to launch our first campaign with La Famiglia Rana. It’s frankly scandalous that more Brits don’t know about Italy’s best kept secret and we’ve had a lot of fun creating a book-shaped vehicle to reveal this delicious product to the public”.
This is BMB’s first campaign for La Famiglia Rana since they were appointed in a competitive pitch in 2021.
Advertiser: La Famiglia Rana
Brand: La Famiglia Rana Fresh Filled Pasta
Chief Creative Officer: Matt Lever
Creatives: Andy Burrell, Katie Burrell
Head of Strategy: Sarah Sandford
Business Director: Kate Woodruff
Account Director: Lucy Williams
Media: Total Media