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Napolina, the UK’s number one Italian cooking brand, has announced a major rebrand of its 150+ strong product portfolio of tomatoes, pasta, pulses, oils, sauces and pizzeria range. The new design will roll out from September, with a new premium and contemporary look and feel and more sustainable packaging. The accompanying advertising campaign reflects the brand positioning – ‘For The Love of Italian Food’ – which was first launched in 2018.

The rebranded Napolina products will feature a new refined logo, more modern typography and vibrant imagery showcasing the quality of the ingredients and contemporising the packaging. The new packaging will also detail the provenance of the products, as well as recipe inspiration to show consumers how to bring the products to life for a truly authentic Italian cooking experience.

Neil Brownbill, Commercial Director for Napolina said: “We know that our consumers are seeking more from us than just the ingredients to create delicious Italian dishes. They want us to help them to bring their love of Italian cooking to life. That’s why we have invested in a major evolution of the Napolina brand, reminding consumers that Napolina is the Italian cooking brand in the UK. Italian cuisine remains the most popular cuisine in the UK, driving 2.2bn meal occasions in the last year, and so for us it is essential that we continue to ensure that Napolina remains front of mind when shoppers seek out the Italian aisle.”

Napolina will also reflect the growing demand for sustainable options by transitioning its added value pasta range into cardboard boxes that are 100 per cent recyclable; this follows the move to 51% rPET (recycled Polyethylene Terephthalate) across its olive oil products in 2018.

Napolina will support the brand evolution with its biggest ever ATL campaign, including its first national TV advert, which will be on screens from 21st October. The advert develops Napolina’s ‘For the Love of Italian Food’ position by celebrating the romance of Italian food. The advert titled ‘Ti Amo’ or ‘I love you’ highlights the love friends and families share when cooking and enjoying Italian food together and features a husband and wife preparing a prawn linguine dish, sitting down and enjoying the meal together.

The TVC will be supplemented by a digital campaign, including targeted influencer engagement campaigns across Instagram and an increased focus on the ‘Cooking with Napolina’ YouTube channel in order to drive engagement with a younger audience. The first rebranded Napolina products will be Napolina Tomatoes and Napolina Pulses, which will be on shelves in all major retailers from mid-September. Following this, Napolina pasta and specialty products will be in all major retailers from October.

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