San Remo launches first creative campaign since appointing Emotive

Pasta brand San Remo has launched a new campaign via its recently appointed creative agency Emotive, reminding Aussies of the brand’s 23-year-old tagline, ‘We’re family’.

The agency was appointed by San Remo in February 2023.

While San Remo remains a familiar brand to many Aussie families, often as the ‘red one’ or ‘the pasta mum bought’, the campaign aims to connect with new generations and new families.

The spot showcases a disconnected and distracted family, pulled together by a pasta dinner in a scene that will be equal parts familiar, and reassuring, to anyone with kids.

“When you’re lucky enough to have the same brand platform for 20-plus years, you don’t want to rip up everything and start again,” said Hugh McIntosh, marketing manager at San Remo.

“But we did want to remind Australians why they love San Remo.

“Emotive understood immediately, delivering a timeless truth, told in a new way, targeting a mass audience including light and non-buyers. It’s classic brand building.”

Emotive’s group creative director, Darren Wright, added: “Getting the family around the dinner table is far from easy in our hectic screen-filled worlds. One thing that can help is sticking a big bowl of something tasty in the middle of it and watch as the hungry come running.

“Or in this case, watching as they get magically pulled together by the allure of a delicious bowl of San Remo pasta.”

This marks the brand’s first major campaign since chief marketer, James Askham-Levy, stepped away from the business in September last year. He joined San Remo in 2017 as a brand manager, before being promoted to CMO in 2021.

“I leave a better person and a better professional and look forward to the next step in my career,” he said at the time of his departure.

According to Askham-Levy’s LinkedIn, he has since taken a contracted role as communications lead for the Department of Education, South Australia.

Earlier this year, Emotive announced the appointment of Poem co-founder Matt Holmes, as its new head of PR and earned creative. The creative agency’s PR will be delivered in-house for the very first time under Holmes, with his role aiming to provide extra firepower to the agency’s ‘fame’ offering.

Holmes will work closely with Wright, as well as Rhian Mason, head of social, talent & partnerships.

The agency has also recently launched work for a number of brands, including Weis, Revlon, Pernod Ricard’s Olmeca Altos Tequila, and recently won HOKA.

The new campaign will be live across broadcast, cinema, OOH, YouTube, social and digital channels throughout March.


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