Sacla’s switch to television gets early go-ahead on C4

Sacla, the Italian pasta sauce manufacturer, has brought forward plans to extend its advertising to TV after a better-than-expected UK sales performance.

Sacla, the Italian pasta sauce manufacturer, has brought forward

plans to extend its advertising to TV after a better-than-expected UK

sales performance.



The Italy-based producer is putting a total of pounds 2.6 million behind

a print and TV campaign which begins on Channel 4 in England and the ITV

Meridian area on Monday. A national roll-out follows over the next seven

weeks.



The move on to TV comes eight months after Sacla’s first advertising,

through Mitchell Patterson Grime Mitchell, and a claimed 55 per cent

increase in the company’s UK turnover.



Roddy Kemp, the Sacla board account director at Mitchell Patterson,

said: ’It was always our plan to put the brand on TV but we thought it

would not happen for another two or three years. The print campaign has

engaged so well with consumers and has played a major part in

accelerating sales.’



A series of commercials, which will top and tail each break in which

they appear, promote Sacla’s Pastagusto range of Italian sauces based on

original recipes.



Devised by Neil Patterson, the agency’s joint creative partner, and

directed by Tif Hunter of Eclipse, the films develop the ’put the two

together’ theme introduced last year. Media is handled by BBJ Media

Services.



The advertising is part of efforts to bring Sacla to the attention of a

broader audience and transform it into an effective rival for

established brands such as Ragu and Dolmio.



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