San Remo's 'We’re Family' via Emotive

23 February 2024

Creative Agency: Emotive

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A disconnected and distracted family pulled together by a delicious pasta dinner.

Australian pasta brand San Remo has launched a campaign via Emotive. It’s the first work since the 88-year-old, fourth generation family-owned business appointed independent creative agency Emotive in February 2023.

A constant on Australian shelves since 1936, San Remo is familiar to many as the ‘red one’ or ‘the pasta mum bought’. However, with rice and noodle consumption on the up and new low cost entrants flooding the pasta market as people feel the cost of living pinch, the need for the brand to connect with a new generation is vital.

The new campaign revamps San Remo’s 23-year old “We’re Family” brand platform. The ad sees a disconnected and distracted family pulled together by a delicious pasta dinner in a scene that will be equal parts familiar and reassuring to anyone with kids.

Hugh McIntosh, marketing manager at San Remo, says when you’re lucky enough to have the same brand platform for 20-plus years, you don’t want to rip up everything and start again.

"But we did want to remind Australians why they love San Remo. Emotive understood immediately, delivering a timeless truth, told in a new way, targeting a mass audience including light and non-buyers. It’s classic brand building," he says.

Darren Wright, group creative director at Emotive, says getting the family around the dinner table is far from easy in people's hectic screen-filled worlds. 

"One thing that can help is sticking a big bowl of something tasty in the middle of it and watch as the hungry come running. Or in this case, watching as they get magically pulled together by the allure of a delicious bowl of San Remo pasta," says Wright.

The campaign will be live across March and will run in broadcast, cinema, OOH, YouTube, social and digital channels.

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