Rana
Making authenticity the fuel for growth
With the highly-competitive Italian foods market carved up between big-name brands and private label competitors, there seemed little space for yet another entrant – even an authentic Italian one. To find a space was going to be tough, but we created a positioning and campaign that has helped Rana becoming the fastest growing food brand in UK supermarkets with a % share of the category.
Brits have a romantic perception of Italians; that they make their own fresh pasta from scratch for every meal - when in reality, La Famiglia Rana pasta is the number one fresh pasta brand in Italy and over 60 percent of households enjoy it regularly. If even Italians are willing to ‘cheat’ with delicious fresh filled pasta and Rana was their exclusive little secret, then surely it deserved a trusted space in english kitchens too….
Central to launching our ‘best kept secret’ platform was a faux cookbook designed for foodie creators - housing La Famiglia Rana’s secrets to perfect pasta - with a surprise promotional pack of fresh pasta hidden in its pages. A social ‘recipe’ that continues to fuel social conversations as we bring people into our world, giving them the inside track to italian kitchens.
To scale the launch we celebrated Brian, a typical Brit striving to impress his girlfriend’s Italian parents by cooking them his ‘homemade pasta’, the same ingredients his mother-in-law has been secretly using….Rana.
Impact
We achieved 30% value growth, doubled penetration and helped Rana become one of the fastest growing brands in UK supermarkets.
Get in touch
Want to have a chat about how we could work together? Matt's your man.
matthew.bonny@bmbagency.comIf you'd like to talk to someone about job applications or work experience, Sofi can be of service.
sofi.andersson@bmbagency.com