Napolina unveils new brand identity in first work since appointing Lucky Generals

Liverpool-based Italian food brand Napolina has today (7 November) launched its first promotional campaign since announcing Lucky Generals as its new creative partner last month.

The campaign also marks the first piece of work unveiled since Napolina’s brand refresh, with a new platform: ‘Not so humble ingredients’, revealed.

Assets will be pushed out across a wide variety of media including out-of-home, digital out-of-home, online and social media, as the agency aims to add ‘hyperbole and humour’ to the ‘busy and serious’ FMCG category.

Premium, large format out-of-home featuring the new brand platform will be visible throughout Liverpool, Manchester and Birmingham.

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“With economic pressure seeing people cutting back on eating out, consumers are looking for high-quality food when they eat in”, Napolina brand marketing director, Jeremy Gibson said.

“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.”

The move follows a wider creative overhaul for Napolina, coming amid what parent company Princes Group has called ‘ambitious’ growth plans.

Lucky Generals founding partner, Andy Nairn added: “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.”

AgenciesBrandsCreative and CampaignsNews

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