CULTURAL CONTEXT
Pasta plays a humble role in American households. It patiently sits in the back of cupboards and pantries, waiting for the day the family will pay it some attention. Yet when that moment finally comes - usually on a hectic, frenzied day when mom (or dad) needs to pull together a quick meal - it’s smothered in sauce and drowned in toppings, taking a backseat to the flavors and ingredients dumped on top of it.
In Italy, things are very different. There, pasta enjoys a religious-like devotion, with zealots hailing its praises in festivals, celebrating it on ___(national pasta day?)___, and families serving it almost daily. Fresh, filled pasta often takes center stage at the dinner table, and is as popular as its dry cousin.
STIUATION
Family-owned Giovanni Rana dominates the filled pasta category in Italy and across Europe. Yet, it is mostly unknown in the U.S., where the category is still a novelty (with only ___% penetration) and the brand is overshadowed by corporate heavyweights like Nestle-owned Buittoni.
CHALLENGE
Introduce Giovanni Rana - and filled pasta - to America
THE DIGGING
- Qualitative research with young families
- Competitive audit
- Cultural analysis
- Social audit
WHAT WE LEARNED
Giovanni Rana’ story is a case study in authenticity. Its namesake founded the company in _____ by delivering handmade ravioli door-to-door. He still runs the company with his family, whose devotion goes so deep that the factory around their house. The craft of pasta-making has been passed down from generation to generation, with his granddaughter helping to knead dough at the family restaurant.
Yet while GR’s heritage is the real deal, most Italian brands were telling a similar tale. As everyone from Mama Ragu to the Oliver Garden jumped onboard the “Italian Heritage story” bandwagon, it was quickly becoming a tired marketing trope. Consumers were growing wary and suspicious, savvy to the fact that most heritage stories were fabricated in a the boardroom of a marketing department.
INSIGHT
In a category where everyone touts heritage, authenticity must be proven
IDEA
Invite America to dinner at the Rana’s
To introduce America to the Rana’s, we’ll show - not tell - them the Rana story. “Dine with Rana” will invite every American to dine at the family’s home in Italy, and rent out every AirB&B in Verona to accommodate them.
Detail 1
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Detail 2
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