Problem
The pasta category = a sea of sameness. From Bertolli to Buitoni, Rana, Ragu and Barilla... people didn't know the difference.
Methodology
Secondary Research
We did a deep dive on Buitoni's history (both globally and in the US), the competitive landscape (both fresh and dry pasta), current cultural macro trends that could be influencing the industry, relevant case studies, and interviews with pasta chefs.
Primary Research
To uncover the most genuine and unique insights, we conducted dinner party focus groups in Italian restaurants and follow-up ethnographies with select participants. These organic settings helped us better understand participants’ day-to-day realities and the role dinnertime and fresh pasta played within them.
Findings
For today's consumer, dinnertime is hectic, fast-paced and a source of stress... But it's also the emotional highlight of their day. Whether it's with a husband and 3 kids, or a girlfriend and dog, dinner is often times the only chance to reconnect with family. It's not perfect, but it's cherished.
Implications
To differentiate and better connect with consumers, Buitoni needed to bring the brand back to reality and make it our mission to honor the real dinnertime experience.
Results
From packaging to print, social and web, Buitoni has invested in a brand overhaul that better enables today's fast-paced consumers to feel proud of a meal that's quick, fresh and lets them put their spin on it.
Team
Strategy Lead: Yours Truly
Head of Planning: Brooke-Lynn Luat, Meredith Chase
Creative Director: Dominic Orlando
Senior Art Director: Aimee Brodbeck