Napolina, the UK’s number one Italian cooking brand unveiled a new look for its full product portfolio with strategy and design by brand consultancy Brandon.
Napolina, which originally launched in the UK in 1965 and is famed for its passion for the quality of its food, approached Brandon to help refresh the range in line with a new brand proposition “For the love of Italian food”, and transition from an ingredients brand to be about cooking great tasting Italian food.
“Ti Amo” was the names of the script, and the love of Italian food was all encompassing in the creative. A 30 second TV advert for Napolina. Telling the story of cooking and eating, the love of Italian food and the love of we share when we cook and eat together.
Although the shoot for this commercial only took one day, the time dedicated to post was vital as we crafted a specially composed song for the commercial. We worked with award winning composer Alex Wells to create a song which reflected the creative of the food being “created with love”. Sung in Italian, we commissioned singers Lawrence Smith and Cecily Redman - both leads in the UK Tour of Avenue Q (which is in Manchester this week!) to perform the duet, perfectly complimenting the performance of our actors making the food and enjoying the meal
We also created cut downs for online use on social media platforms, as well as a series of behind the scenes content to tease the campaign prior to launch. Our in house director and stills photographer Graeme Hill also produced a series of photographs for the campaign.
Here's some lovely feedback...
Simon Ellis - Service Director at Brandon
"We really enjoyed working with the team at The Gate. They had a real passion for delivering the best creative possible. Michael's attention to detail and glossy style really paired well with our re-branding of Napolina. The client is delighted."
Michael J ferns - Director
"I really do relish the opportunity to craft such rich and sumptuous visuals. Combining that with understated performances and a lush operatic score made this project a rare film making pleasure."
Director: Michael J Ferns
Creative director - Steve Conchie
Client Services Director - Simon Ellis
Agency Producer - Sally Stephens
Gate producer - Rhiannon Lewis
Producer - Joe Vickers
Production Manager - Sarah Jones
Production Assistant - Emily O'Brien
Location Manager - Darren Greene
Director of Photography - Alistair Little
Make Up Artist - Sarah Haines
Stylist - Steven Spencer
Art Director - Lisa Westwell
Stills Photographer - Graeme Hill
Stills Assistant - Ric Lowe
Editor - Harley Spence