San Remo banks on emotions around family and ancestors in festive season ad

Pasta brand San Remo says the secret ingredient to a great meal is family, in a new long-form commercial which attempts to capitalise on the emotions around cooking, the Christmas holiday period, memories of lost family members and time with loved ones.

A 60-second cut of the commercial will premiere on TV ahead of Christmas, while the full-length version will run in cinemas nationally from the new year.

The campaign was developed by Black Sheep Advertising and produced by Kojo.

Andrew Millar, creative director of Black Sheep Advertising, said the story depicted in the ad – which features a woman cooking for guests as she reads back a letter from an Italian ancestor – is both timeless and comes with a moral message.

“The story we present is timeless, but importantly, it has a moral,” he said. “It’s a story about the love and reverence that we have for family. It’s also about connection – the unbreakable links we have, often across generations, and just how precious they are.”

Erik de Roos, chief marketing officer at San Remo, said despite media fragmentation and shortened attention spans, long-form storytelling can still resonate with audiences.

“We chose cinema as the principal channel to roll out the ad as it offers an opportunity to reach a captive, engaged audience with a positive message that raises awareness of the San Remo brand and celebrates its strong connection to family,” he said.

“Manufacturing pasta is our business, but family is our reason for being and is central to our identity. Pasta is the type of meal that appeals to the whole family and has the power to bring people together. The emotional connection is something we strive to develop and bring to life across all our marketing initiatives.”

The brand is immensely proud of the campaign, he said.

“As a family-owned business for over 80 years, our new commercial celebrates both our heritage and the powerful family bonds that unite all Australians across all generations. The result is something we are really proud of.”

Client: San Remo
Agency: Black Sheep Advertising
Production Co: Kojo
Director: Matthew Thorne
Sound: BestFX
Talent: Angela Heesom Casting
Media: Wavemaker


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