Napolina and Gino's Italian Escape
The challenge for Napolina was to cut through the crowded market by partnering with a show that shared the same values and key target audience of Housewives.
Italian food is one of the most loved cuisines in the UK, yet most people don’t think that they can create and cook genuine Italian food of their own. This partnership was a way of showing people they can cook delicious Italian food with easy to buy and affordable authentic Italian ingredients. Due tot he brand being established in Italy, their products have a sense of heritage and quality.
The idea was for Napolina to partner with Gino’s Italian Escape, a show of high quality and authenticity, in order to give their brand a boost with their upmarket viewers. This would enable viewers to consider them as a truly original Italian brand. Napolina collaborating with ITV was to give the brand a real voice and platform to showcase their products in a way they haven’t done before; which made this the perfect partnership.
To activate the partnership, Napolina shared bespoke idents across all platforms as well as a digital package displayed across itv.com, which targeted Gino and This Morning’s websites, giving Napolina lots of brand coverage. Gino’s website had also previously published recipes from the show with instructions on how to make them using Napolina ingredients, making both the show and Napolina synonymous in viewer’s minds. As a special treat, Gino’s camp also offered co-branded licensed merchandise including; goodybags, mugs, pens ready to send out to Napolina clients.
0 %Of all individuals saw at least one Napolina ident
0 %Of all Women and Housewives saw at least one ident
0 %Of Women and Housewives saw 4 or more idents