Activating Authenticity
Giovanni Rana came to us looking for a way to really break into the U.S. pasta market in 2014. Within walmart.com we created a lovely campaign for Giovanni Rana's new refigerated pasta and sauces. Their lack of expertise in the U.S. market gave us ample opportunity to implement our shopper marketing expertise. This project gave me a great opportunity to lead copywriting, brand tone, as well as the overall design. These digital banner ads and brand pages lived across walmart.com during the activation and starred Giovanni Rana's greatest asset; the man himself. The creator and the legend. We wanted the authenticity of this wonderful brand to come across in a meaningful and relevant way. So we decided to build a brand page that brought it all to life. The authenticity and value of the brand was carefully crafted both in messaging and imagery. Whether it's the incorporation of the lovely Northern Italian countryside or the exceptional portrait of Rana himself, we made sure to infuse this activation with a deep level of appreciation and authenticity.
