La Famiglia Rana - "Italy's Best Kept Secret"

BMB

BMB London, United Kingdom

9299

Title	Italy's Best Kept Secret
Agency	BMB
Campaign	Italy’s best kept secret
Advertiser	Rana
Brand	La Famiglia Rana
Date of First Broadcast/Publication	2022 / 3
Business Sector	Food
Story	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.
Philosophy	The campaign aims to snap UK consumers out of their repetitive mealtime habits by positioning the premium pasta brand as a different and delicious choice.
Media Type	Branded Book
Chief Creative Officer	Matt Lever
Creative Team	Andy Burrell
Creative Team	Katie Burrell
Head of Strategy	Sarah Sandford
Business Director	Kate Woodruff
Account Director	Lucy Williams