Catelli
transforming the brand
Though pasta is a pantry staple, customers do not have any emotional attachment to a particular brand, allowing price to dictate their purchases. Catelli’s last few years of marketing featured scenic prairies, which failed to tell an engrossing story. We helped them change that.
This was a long-standing Canadian company feeding families for more than a century. We knew that the brand had legacy and a product line that had always evolved to suit the dinner needs of Canadians.
They needed a platform to say something more about the realities of being a modern family. And so, Catelli could stand for every Canadian family.
Along with introducing a brand platform and new identity, we also wrote and directed a TV spot, which paid tribute to real families.
TVC Director: Stephen Creet ACD Art Direction: Ella Potyrala ACD Copywriter: Julie Martinson Producer: Lori Ceravolo