Food brand Napolina, part of Princes Group, has teamed up with Lucky Generals to showcase its ‘not so humble ingredients’ in the first work of the partnership.
The suite of out-of-home, digital out-of-home, digital and social assets as part of the “Not so humble ingredients” platform developed by Lucky Generals looks to inject humour and hyperbole for the brand.
The campaign’s look and feel is inspired by the brand’s packaging and features imagery of Napolina’s products shot by Patrice de Villiers, with the media plan delivered by Wavemaker UK.
Andy Nairn, Co-Founder of Lucky Generals said: “Napolina’s tasty ingredients have been saving the nation from subpar mid-week dinners for decades. We thought it was time we gave them a voice so they could demand the credit they deserve. And we had a lot of fun doing so.”
Reaching inspired diners with a data-driven approach
The launch of the new platform includes digital formats to remind consumers how they can lift eating at home with Napolina products – before they shop. Large format outdoor placements featuring some of the brand’s ingredients, including pasta, chopped tomatoes and oil will be visible across Liverpool, Manchester and BIrmingham.
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. With this campaign, Lucky Generals has given Napolina a distinctive brand message and enabled the brand to stand out from the rest of the sector.”
Kelly Parker at Wavemaker added: “Not so humble ingredients” require a not so humble media plan. And to say the least, our premium placements are anything but humble. This campaign is all about channelling our inner Italian. We’re being loud, proud and passionate about the quality of Napolina ingredients. There’s no way Brits, looking for their Italian meal fix, will miss this launch!”