NEWS: Sacla pasta sauces sets sights on Ragu and Dolmio market

Sacla, the Italian pasta sauce manufacturer, is planning to move away from being a niche to a mainstream player as it capitalises on pasta’s rising popularity with British consumers.

Sacla, the Italian pasta sauce manufacturer, is planning to move away

from being a niche to a mainstream player as it capitalises on pasta’s

rising popularity with British consumers.



The company, which is based in Italy, is reported to be putting pounds

600,000 behind national and women’s press advertising, as well as a 48-

sheet poster campaign



The work is the first to be produced by Mitchell Patterson Aldred

Mitchell since taking over the account from Knight Leach Delaney in

February. Media is handled by BBJ Media Services.



The campaign is for Pastagusto, a range of nine sauces based on original

Italian recipes. The new advertising is aimed at bringing Sacla to the

attention of a broader audience and turning it into a more potent

competitor to established brands such as Dolmio and Ragu.



It encourages consumers to use more interesting pasta shapes with

Sacla’s sauces under the theme: ‘Put the two together.’



The theme is symbolised in the creative approach, with paired half-page

ads on the outside edges of double-page spreads. ‘It’s a way of making

the media work a bit harder,’ Roddy Kemp, the agency’s board director on

the business, said.



The ads were written by Neil Patterson and art directed by John Aldred,

the agency’s creative partners, with photography by Laurence Haskell.



Pasta eating has been steadily growing in popularity in Britain because

it is perceived as a light and healthy food that fits into the modern

lifestyle, being quick and easy to prepare.



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