La Famiglia introduces brand mascot as part of new brand platform, via Connecting Plots

July 24, 2024 9:28

Garlic bread brand La Famiglia has introduced a new brand platform and mascot, leveraging the cult-like obsession people have with the garlicky treat, via Connecting Plots.

Describing garlic bread as an ‘irresistible indulgence’, the new brand platform ‘To Die For’ aims to put La Famiglia in a unique position in consumers’ minds beyond the typical Italian associations, elevating its products.

Despite Australia’s widespread love for garlic bread, particularly La Famiglia’s after it took the top spot in the Sydney Morning Herald’s ‘Great Australian Supermarket Garlic Bread Taste Test’ in 2021, the brand has not seen major growth over the years. Research indicated that most Aussies see garlic bread as a pairing for Italian cuisine, not as a stand-alone product. La Famiglia’s Italian name and branding only exacerbated this association.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.