The brand said it was seeking to capitalise on “recent successes” with a national OOH and YouTube advertising campaign running throughout October and November.
Napolina said the launch was set to support its upward trajectory in recent years, with growth of 13.7% over the last two years in value. It stated it would be shifting its investment towards high-impact advertising to enable it to connect with “modern, at-home cooks at crucial moments throughout their shopping journey”.
The OOH investment will target high-footfall locations including UK train stations Liverpool Central, Liverpool Lime Street, Manchester Piccadilly, Kings Cross and Birmingham New Street as well as roadside large formats at Fulham Broadway, Hammersmith Broadway, Gypsy Corner, Trinity Way and Grand Central Birmingham.
Additionally, D48 billboards will be in proximity to local stockists, while YouTube will premiere an advert celebrating Britain’s home cooks.
Investment follows “good” performance at Princes Group Plc
The news of investment comes as Princes Group Plc, which owns Napolina, reported in H1 that its adjusted earnings before interest, taxes, depreciation and amortisation (EBITDA) had increased by 7.5% to £79.3 million versus its forecast of £76 million, with revenue growing by 7%. Princes reported “good” profit and cash performance, despite H1 like-for-like sales being down by 4.5% due to price pass-through and range optimisation.
Jeremy Gibson, marketing director at Princes Group PLC, commented: “Napolina’s continued growth reflects the increasing demand for trusted, authentic Italian brands in the UK, which is testament to our not so humble confidence and the momentum we’ve built. This six-figure investment into the brand, across a two-year period, represents a significant milestone for us. After three years without significant ATL support, we’re demonstrating our commitment to Napolina, our retail partners, and crucially, to our consumers by making a bold statement about our ambitions.
“Our target audience of passionate at-home chefs are increasingly turning to platforms like YouTube for food inspiration, recipe ideas and cooking tips. By focusing purely on high-impact OOH and YouTube, instead of traditional TV, we’re reaching home cooks exactly where they are, with a campaign that celebrates the joy and creativity of cooking with Napolina.”
