San Remo celebrates family as secret ingredient in latest campaign via Black Sheep Advertising

Screen Shot 2018-12-11 at 10.33.26 am.jpgAustralian pasta brand San Remo is launching a new, long-form commercial, which celebrates family as the secret ingredient to any great meal. Developed by Black Sheep Advertising and produced by Kojo, the commercial represents a deep connection to family that the brand has had since its inception in 1936.

Says Andrew Millar, creative director, Black Sheep: "The story we present is timeless but importantly it has a moral. 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."

Says Erik de Roos, chief marketing officer, San Remo: "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. This emotional connection is something we strive to develop and bring to life across all our marketing initiatives.

"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."

A 60-second cut of the commercial will premiere on national commercial television prior to Christmas through a selected spot buy, while the full-length version will run in Cinemas nationally from 1st of January during a peak time for Cinema attendance.

Adds de Roos: "Despite increased media fragmentation and shortened attention spans, we believe this style of 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."

Client: San Remo
Agency: Black Sheep Advertising
Production Company: Kojo
Sound: BestFX
Talent: Angela Heesom Casting
Media: Wavemaker

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