Leading marketing and communications agency BIG Partnership has been appointed by premium pasta brand Le Stagioni d’Italia to support its launch into the UK market.
BIG will work alongside the Italian brand and its distribution partner Worldwide Food Associates (WWFA), to raise awareness of its range of pasta and rice products, as part of an integrated communications strategy.
Originally due to launch in the UK later this year, Le Stagioni d’Italia brought forward its UK entry to support demand for dried pasta products during the Covid-19 pandemic.
The consumer campaign, which will include media relations and organic and paid social media content, launched this month (May).
Now available in selected Sainsbury’s and Asda stores, Le Stagioni d’Italia products are made from 100 per cent Italian wheat, offering customers a choice of high-quality and sustainable products with full traceability from one of Italy’s top agricultural companies, Bonifiche Ferraresi.
The appointment follows a series of new consumer campaign wins with WWFA over the last 12 months, including Australian-based food developer Flavour Makers and its popular Street Kitchen and Passage Food brands.
Bryan Garvie, director at BIG Partnership, said: “Everyone loves pasta and our consumer and social teams are massive foodies, so we’re really excited to have the chance to work with Le Stagioni d’Italia.
“It’s an amazing product with a great story, so we had a great time pulling together our campaign ideas to help to establish the brand in the UK. And working with a premium pasta brand is all the excuse we needed to eat great food and open a bottle of nice wine to go with it.”.
The Le Stagioni d’Italia range of pasta includes traditional penne rigate, spaghetti, fusilli and rigatoni all available in 500g recyclable paper bags.
Customers can also buy the finest Italian Arborio and Carnaroli rice for risotto, as well as Le Stagioni’s signature Senatore Cappelli pasta range, which is made a with the ancient Senatore Cappelli wheat, only produced in small regions of Italy.
Alongside the products available in Asda and Sainsbury’s, shoppers can also find a range of additional Le Stagioni products on Amazon, including its wheat pasta range and Olio Evo – a unique extra virgin olive oil from the olive groves of the Bonifiche Ferraresi estate.
Lorenzo Fontana, Export Manager at Bonifiche Ferraresi – Le Stagioni d’Italia: “BIG Partnership’s experience in the food and drink sector was evident in the proposal that they presented to us, covering a comprehensive and creative strategy to support our UK launch. Our entry into the UK market has come earlier than expected but we hope that with the help of the BIG team, our British customers will fall in love with our pasta.”
BIG Partnership employs 120 people across PR, marketing, digital, design and events with offices in Manchester, Glasgow, Edinburgh and Aberdeen.