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 | | SACLA' TV CAMPAIGN TO BOOST BRAND RECOGNITION | | | Sacla UK Limited | | 25/02/2008 | | | Sacla' are investing £2m in new TV advertising to further drive consumer awareness and recognition of the premium Italian food brand. The campaign breaks this week and will initially run for 10 weeks across a combination of targeted national terrestrial, free to view and satellite channels.
The 30 second execution is expected to reach over 5 million of the targeted viewing audience, and provide each with an average 4.7 opportunities to see. It features a young man beating out a rhythmic tune using kitchen utensils, as he speedily prepares an authentic Italian meal at home. The brand name – split into 'Sa' and 'Cla' – is heard together with the sound of a jar of Sacla' Classic Pesto being opened, and becomes an integral component of the rhythm, which is complemented by an arresting jump action visual technique.
Clare Blampied, Managing Director of Sacla UK Limited, comments: "The innovative creative uses sound effects in syncopation in order to spell out the brand name in a very memorable and catchy way. We have focused on our Classic Pesto in the advertising because as the category pioneer and leader we are committed to drive further growth and maintain our brand prominence."
Sacla' started to export their Classic Pesto to the UK about 60 years ago and have led the market with the introduction of contemporary and convenient recipes ever since. The Pesto market in the UK is currently worth £28.6m with Sacla' accounting for an impressive 56.4% of all value sales (ACNielsen 52 w/e 26 January 2008).
The Sacla' brand is still run by a family of passionate Italian food lovers, whose pesto, pasta sauces and antipasti are based on authentic and traditional recipes, and made in the Piedmont region of Northern Italy. | |
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