Pasta sauce brand Dolmio has launched an extensive integrated campaign to kick off a new global brand platform, featuring a wholly re-worked identity.
Spearheaded by a 30-second TV spot, the creative also showcases a brand new logo alongside an updated pack design, centred around the tagline “Dolmioooo-Yeahhhh!”.
Created by London shop The&Partnership, the work marks the agency’s first broadcast piece for the brand since securing Mars Food & Nutrition’s global creative account in 2021.
“Our new Dolmioooo-Yeahhhh! brand platform really captures the essence of our broader Dolmio brand refresh: joyful, distinctive and full of big-hearted oomph,” Mars global brand and content senior manager, Chantal Barcelona said.
“We’ve heard from consumers time and again that Dolmio is a trusted and loved brand in their households, so our goal was to harness these positive emotions and use them to build renewed brand relevance and preference. We’re excited about the new work created with The&Partnership and can’t wait to see its response now we’ve gone live”.
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The campaign was primarily inspired by the insight that many people have their own ‘happily inauthentic’ take on Italian dishes. Consumers, Dolmio says, confessed to adding anything from milk or peanut butter to their spaghetti bolognese to satisfy their tastes.
The campaign’s two new brand characters reflect the inner battle between creative food approaches and authentic Italian tradition.
“[They] appear at a critical moment in the cooking process to personify the little voices in your head: the one that worries you should be doing things the proper ‘Italian’ way, and the one that encourages you to do what feels good for you and your loved ones.”
Running through to September, the TV film is set to be supported by a range of executions across digital, social and PR activity.
The&Partnership creative directors, Nick Moss and Dan Northcote-Smith added: “Everyone has seen the Italian guy losing his mind on Tiktok about how Brits cook Italian food.
“Well, ‘Dolmio-Yeah’ is the new platform encouraging us Brits to do it even more. Sorry Italian TikTok guy. The question was, how do you turn this insight into a long-term creative platform? Meet our little pasta mates, Yeah and Nahh.”
