OPPORTUNITY

Launch Giovanni Rana, Italy's #1 filled pasta brand, in the US.

THE DIGGING

WHAT WE LEARNED

Giovanni Rana’s story is a case study in authenticity, yet most Italian brands are telling a similar tale. As everyone from Mama Ragu to the Olive Garden has jumped onboard the “heritage” bandwagon, consumers are growing wary, savvy to the fact that most heritage stories are fabricated in 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.  

EXECUTION

(Launching November 2016)

 
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Invitations

Seeded across TV, print, digital/social, in-store & OOH

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PRESS TOUR

Creates buzz around the event

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EVENT-RECIPE VIDEOS

Seed the menu, introduce the product, and build anticipation for event day

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ORGANIC SOCIAL CONTENT

Amplifies event coverage  

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DINNER PARTY KITS

Sent to attendees post-event to spread the Rana love from family to family