La Famiglia garlic bread is ‘to die for’ in new brand platform via Connecting Plots

La Famiglia has unveiled a new brand platform via Connecting Plots, leveraging customers’ cult-like obsession with garlic bread.

A quick search for ‘garlic bread’ on Reddit reveals the internet’s unwavering fascination with this delicious treat – crispy on the outside, soft and buttery on the inside, garlic bread is truly the eighth wonder of the modern world.

However, despite the widespread love for garlic bread, particularly their own, which took out top honours in the Sydney Morning Herald’s ‘Great Australian Supermarket Garlic Bread Taste Test’ in 2021, La Famiglia has not seen this translate into growth.

Research indicates that consumers don’t see garlic bread as a necessity and tend to only consider garlic bread as a pairing for Italian cuisine. This association is only exacerbated by La Famiglia’s Italian name and branding.

The new brand platform, ‘To Die For’ aims to establish a unique position in consumers’ minds beyond the typical Italian associations, elevating La Famiglia garlic bread from non-essential to irresistible by owning the extreme lengths people will go to for a taste of it.

Says Rose Milan, head of portfolio at Goodman Fielder: “We know people love our garlic bread, there’s an almost cult-like obsession with it. The challenge we’re facing is lack of top-of-mind awareness and being seen as more than just a side to Italian food. Moving away from this is a critical step in growing our portfolio – showing that it’s a must have regardless of the occasion and cuisine.”

To launch this new positioning, Connecting Plots has introduced a mascot willing to risk their life for a taste of Australia’s favourite garlic bread.

Says Matt Geersen, creative partner at Connecting Plots: “Everyone loves La Famiglia garlic bread. Even those who probably shouldn’t, like our vampire. He’s a playful representation of just how irresistible the allure of our product is and a unique new angle for La Famiglia that is distinctly, un-Italian. We look forward to doing more with him in the future and building out the brand platform.”

Client: Goodman Fielder
Chief Marketing Officer: Christine Fang
Head of Portfolio: Rose Milan
Portfolio Manager: Claire Egan
Brand Activation Manager: Charlotte Booth
Digital Brand Manager: Samuel Hoinville

Creative Agency: Connecting Plots
Chief Creative Officer: Dave Jansen
Creative Partner: Matt Geersen
Creative Partner: John Gault
Account Director: Alana Spinelli
Strategist: Jessica Brackstone
Design Director: Blair Palmer
Senior Integrated Producer: Rachel Smith Heffernan
Creative Operations Director: Sarah Miller

Stills Production Company: Louis & Co
Photographer: Matt Baker
Producer: Luke Della Santa
Executive Producer: Louis Molines

Media Agency: Initiative