Catelli Smart | Catelli
Service
Client
Year
Collaboration
Multi-Media
Campaign
Catelli Smart,
2020
Background
Catelli pasta was launched in 1867, since then it has been growing and evolving with Canadians. Catelli Smart is one of the newest additions to their collection, which is high in fibre and falls into the wellness category for health-conscious consumers.
Catelli Smart struggles under the shadow of its parent brand Catelli pasta. It lacks brand awareness and recognition among young mothers who are looking for quick, healthy and tasty food option to get through their day.
Strategy
Mothers with young kids are constantly running between work, school drop-offs, pickups, after school activities and weekend plans with their kids. With so much going on in their lives, they can’t afford to spend a lot of time in the kitchen. They want to prepare a quick meal that is healthy and is a hit among the kids, ultimately avoiding meal-time tantrums.
The consumer insight revealed through primary and secondary research was that moms are worried that sometimes they don’t provide enough for their children in terms of nutritious meals. They often give in to their kid’s food preferences so they don’t have to deal with tantrums. The kids’ mood swings are a major pain point during dinner time and the caretaker will benefit from a product that is both tasty and healthy.
Catelli Smart has 2.5 times more fibre than regular white pasta for the same great taste. Now, all we had to do is place Catelli Smart as the go-to brand for young mothers dealing with dinner time tantrums.
“Catelli Smart provides a guilt-free solution to dinner time drama.”
Execution
The campaign addresses the series of tantrums mothers have to deal with every day when it comes to picky eaters and effectively provides a solution with the product benefit. The campaign aims to position Catelli Smart as the healthy and delicious alternative parents can turn to, to ensure that their kid and the family get to have a proper meal excluding the dinner time drama, every day.
The creative execution will follow along the same line as the “Ditch Dinner time Drama” concept. Here the focus is to show that Catelli Smart Pasta offers two times the fibre of traditional white pasta with no trade-offs in taste, texture and appearance. This is demonstrated through the creative executions that addressed the kind of meal-time tantrums mothers go through and suggesting that Catelli smart helped you avoid it.
Out of Home
The overall tone of the campaign takes on a slightly humorous angle with perfectly realistic one-liners. The bright purple has been strategically used to increase brand recognition of the Catelli Smart logo and packaging. The creative executions allow for the consumer to immediately associate Catelli Smart as a healthy and guilt-free solution to dinner time tantrums.
The Out of Home advertisements, King Posters and Backlit allow the campaign to transcend medium and take the message to a target audience that is incessantly on the move. The creative and quirky one-liners are curated to catch attention and incite curiosity and interest. The creatives will additionally feature the URL to allow the consumer to explore the brand further.
The creative executions planned are as follows: print, OOH, online and ambient. Each one of these media’s executions will demonstrate the same flow of continuity that we have established. The campaign focuses on the fibre value of Catelli smart and ultimately implying that it combines great taste with nutrition. To portray this concept quirky confessions from moms who went through dinner time drama are used. This creates an emotional connection with other mothers who could relate to the same.
The Digital Recommendation will feature a smartphone application curated keeping Catelli Smart's target audience in mind. The app will feature a forum that allows the audience to interact and talk about the issues they face, centring around dinner time drama. The benefit of developing such a community will create a safe space for mothers while helping them with day-to-day activities.
The AI-powered app is also compatible with Smart Home devices helping mothers prepare to-do lists and meal-planning. The recipe section of the App helps mothers plan meals that are put together with fussy taste buds and finicky eaters in mind. The recipes created will also feature a large number of Catelli smart recipes, creating a close connection to its primary target and its pain-points.
Ambient & Mobile
The Ambient Advertising will be taken on the message of the campaign with a food truck. The food truck will be wrapped with "mom confessions", embodying the spirit of the campaign. The Catelli Food Truck will raise awareness of the brand while also gaining earned media. If the Catelli Food Truck is parked downtown, during lunchtime, it will gain attention and be on the top of people’s minds when they go back to their offices to work. This will help to spread brand awareness as word-of-mouth will spread amongst multiple people. As for earned media, people will take to social media to talk about the Catelli Food Truck and the probability of having a news outlet picked up the story is high, as they are always looking for a feel-good, out of the box, story to share.
Media Planning
The campaign will have a pulsing schedule that will run over a period of 5 months. The brand campaign calls for heavier advertising, in reach and in frequency at different periods of the campaign. The 12 weeks of reach-oriented advertising will be conducted to coincide with a peak in recipe-related/ pasta/ healthy Google searches, with the highest fluctuation in September, December and January.
The remaining 8 weeks of frequency-oriented advertising (August & October) will be conducted in between the periods aforementioned to retain brand awareness and acquire repeat consumers at GRP levels of 175. The campaign is synced with a strategically designed pulsing schedule, from the beginning of fall and through the holiday season and into the first month of the new year. A study conducted by the University of Vermont shows that many people actually buy more food in January than in December—both in dollar value and weekly per-serving calories. Sales of health foods—like fresh, organic produce—rise by 18.9 percent in January, while sales of less healthy food continued at holiday-season levels. This suggests that consumers try to eat more healthy foods in January, but aren’t quite ready to give up the comfort foods they become accustomed to between Thanksgiving and Christmas. This creates a great window of opportunity to exploit the advantage of the holiday comfort food spirit.
In the print media section, Chatelaine is focused throughout the holiday season as people look for delicious recipes for their families. Similarly, Today's parent is used during the back-to-school period capturing new parents looking for healthy packed-lunch ideas. Shopping cart ads are used to prompt the target audience at the point-of-purchase. Primary Research showed that consumers are not loyal to pasta brands and pick it up randomly in most cases. Such prompts at the store will help increase sales and improve brand image. Outdoor Medium such as Backlit and Bus Murals are chosen during fall to attract moms driving around, with both visual and directional creative executions. King Posters with Headliners are used to continue the spirit of the campaign into Thanksgiving. Outdoor is limited in the winter months due to the possibilities of inclement weather.
Interactive consisting of Facebook, Instagram, Permission-Based Emails and Youtube are consistent to ensure maximum engagement and brand recall throughout the entire campaign. Paid Search Advertising is used throughout the winter part of the campaign to make full use of the fluctuation in google searches around the period. Interactive allows easy user engagement at any time during the pulsing schedule allowing the customer to interact with and explore the brand further.