International food and drink group, Princes, has invested £2 million in a major marketing overhaul for its Italian cooking brand, Napolina – starting with an advertising campaign to bring a new Not So Humble Ingredients brand platform to life.
Inspired by what the business claims is a common misconception that staple ingredients such as chopped tomatoes, olive oil and pasta are the support acts in home-cooked Italian meals, the campaign combines humour and hyperbole to challenge this thinking.
The new marketing direction has been developed to support Napolina’s ambitious growth plans within the UK Italian category, by creating a distinctive tone of voice that it claims will resonate with new and existing shoppers across the category and drive brand cut-through.
Jeremy Gibson, brand marketing director at Princes Group, said: “With economic pressure seeing people cutting back on eating out, consumers are looking for high-quality food when they eat in. So, this is no time to be humble about the quality of our products. This campaign gives Napolina a distinctive brand message that will enable us to stand out from the rest of the sector.”
