La Famiglia has launched a new brand platform, To Die For, via independent agency Connecting Plots, aiming to uniquely position themselves in consumers’ minds. The campaign seeks to elevate their garlic bread from a non-essential Italian side dish to an everyday must-have by highlighting the extreme lengths people will go to for a taste of it.
To launch the new positioning, Connecting Plots has introduced a mascot willing to risk their life for a taste of La Famiglia’s garlic bread.
This move follows findings from the Goodman Fielder-owned chilled bread brand that despite widespread love for the Garlic Bread – which took top honours in the Sydney Morning Herald’s ‘Great Australian Supermarket Garlic Bread Taste Test’ in 2021 – it had not seen this love translate into growth.
According to the brand, research indicates that consumers don’t see garlic bread as a necessity and tend to only consider it as a pairing for Italian cuisine: a perception which has been reinforced by La Famiglia’s Italian name and branding.
“We know people love our garlic bread, there’s an almost cult-like obsession with it,” said Rose Milan, head of portfolio at Goodman Fielder.
“The challenge we’re facing is lack of top-of-mind awareness and being seen as more than just a side to Italian food. Moving away from this is a critical step in growing our portfolio – showing that it’s a must have regardless of the occasion and cuisine.”
“Everyone loves La Famiglia garlic bread,” added Matt Geersen, creative partner at Connecting Plots.
“Even those who probably shouldn’t, like our vampire. He’s a playful representation of just how irresistible the allure of our product is and a unique new angle for La Famiglia that is distinctly, un-Italian. We look forward to doing more with him in the future and building out the brand platform.”
The campaign follows Connecting Plots’ recent (also death-related) work for Mad Mex, which teamed up with cult water brand Liquid Death to celebrate the annual return of its 1kg Big Burrito. The Murder Your Thirst promotion for customers taking on the Big Burrito combo challenge offered a grand prize of a burial plot in a cemetery.
See also: Mad Mex and Liquid Death bring back the 1kg Big Burrito via Connecting Plots
Credits:
Client: Goodman Fielder
Chief Marketing Officer: Christine Fung
Head of Portfolio: Rose Milan
Portfolio Manager: Claire Egan
Brand Activation Manager: Charlotte Booth
Digital Brand Manager: Samuel Hoinville
Creative Agency: Connecting Plots
Chief Creative Officer: Dave Jansen
Creative Partner: Matt Geersen
Creative Partner: John Gault
Account Director: Alana Spinelli
Strategist: Jessica Brackstone
Design Director: Blair Palmer
Senior Integrated Producer: Rachel Smith Heffernan
Creative Operations Director: Sarah Miller
Stills Production Company: Louis & Co
Photographer: Matt Baker
Producer: Luke Della Santa
Executive Producer: Louis Molines
Media Agency: Initiative