AUSTRALIAN PASTA BRAND SAN REMO RELEASES NEW ‘We’re Family’ CAMPAIGN VIA EMOTIVE
Australian pasta brand San Remo has launched a new campaign via Emotive, the first work since the 88-year old, fourth generation family-owned business appointed independent creative agency Emotive in February 2023.
A constant on Australian shelves since 1936, San Remo is familiar to many as the ‘red one’ or ‘the pasta mum bought’. However, with rice and noodle consumption on the up and new low cost entrants flooding the pasta market as people feel the cost of living pinch, the need for the brand to connect with a new generation is vital.
The new campaign revamps San Remo’s 23-year old “We’re Family” brand platform. The ad sees a disconnected and distracted family pulled together by a delicious pasta dinner in a scene that will be equal parts familiar and reassuring to anyone with kids.
Says Hugh McIntosh, Marketing Manager, San Remo: “When you’re lucky enough to have the same brand platform for 20-plus years, you don’t want to rip up everything and start again. But we did want to remind Australians why they love San Remo. Emotive understood immediately, delivering a timeless truth, told in a new way, targeting a mass audience including light and non-buyers. It’s classic brand building.”
Says Darren Wright, Group Creative Director, Emotive: “Getting the family around the dinner table is far from easy in our hectic screen-filled worlds. One thing that can help is sticking a big bowl of something tasty in the middle of it and watch as the hungry come running. Or in this case, watching as they get magically pulled together by the allure of a delicious bowl of San Remo pasta.”
The campaign will be live across March and will run in Broadcast, Cinema, OOH, YouTube, Social and digital channels.
Client: San Remo
Marketing Manager: Hugh McIntosh
Category Brand Manager: Jessica Tsang
Creative Agency: Emotive
CEO & Founder: Simon Joyce
Head of Strategy & Managing Partner: Michael Hogg
Group Creative Director: Darren Wright
Creative Director: James Pash
Head of Design: Dan Mortensen
Senior Art Director: Tessa Chong
Business Directors: Ciaran Miller-Stubbs & Tiffany Hunter
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Cate Hartmann
Head of Content Distribution: Rhian Mason
Production Company: Rabbit
Director: Rhett D’Arrietta
Executive Producer: Alexandra Hay
Producer: Morgan Hind
Director of Photography: Danny Ruhlmann
Production Designer: Michael Iacono
Food Stylist: Laura James
Wardrobe: Roma D’Arrietta
Hair & Make Up: Margo Regan
Casting: Stevie Ray, McGregor Casting
Post Production Company: The Editors
VFX Supervisor: Stu Cadzow
Music & Audio Post: Otis
Still Production: Sam I Am
Photographer: Billy Plummer
Executive Producer: Rich Cole
Stills Producer: Jasmin Connor & Lucy Whirledge
12 Comments
Not the reel. Definitely not one to be PR’d
Growing trend of offline houses not crediting their editors.
Not sure why you’d PR this…
I have absolutely no reason to like this but I really do. Nice work team. Simple idea really well executed.
Why do the effects look so cheesy? Why does the dad approaching the family with food look so strange and give such an odd performance? Why does the family laugh at the end giving ‘people laughing at salad’ stock shot energy?
Why have they graded a food add blue?
The shrinking table is a nice simple idea
So there
Needs more trombone sound-effects to go with the direction
…but maybe that’s the idea, a subliminal message about cheesy, cheesy pasta? Maybe that’s what the family were laughing about?
To absurdly laughing at food.
that I actually kinda like it. Well done
i’m hoping the budget was very small