Buitoni
My role
Creative Direction, Content Ideation/Development & Copywriting
Industry
Food & Beverage
Formerly a Nestlé brand, Buitoni Food Company was looking for a fresh start after their acquisition by Brynwood Partners. For years, the refrigerated pasta and sauce company was #2 in its category with hopes of earning back its title in the top spot. But their former focus on the brand’s Italian heritage wasn’t cutting it. Instead, our research found that millennial families were primarily motivated by products that would help them solve their dinnertime problems.
So, we created a campaign that highlighted Buitoni’s functional and emotional benefits in a way that directly addressed our audience’s core tensions, giving them “A Fresh Way to Think About Dinner.” We also layered on an “ally” persona to show consumers that Buitoni is a helpful resource—and we saw delicious results: content 37% above benchmark engagement rate, 26% below benchmark CPM, a 125% uptick in link clicks and Buitoni’s top SKUS successfully outperformed Giovanni Rana’s in the #1 spot. We went from a brand fighting for a millennial family audience, to winning them.
Check out the goods...
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