’When it comes to cooking, I’ve made a point of never believing the
instructions on ready meals which say how long it should take to
prepare. It may take just five minutes to simmer the stuff but what
about opening packets, mixing things, wrestling the tops off jars and
bringing saucepans of water to the boil?
’It takes something special to cut through my cynicism about speedy
The Dolmio posters argue that it needn’t take longer to whip up a decent
pasta sauce than to crawl out of the depths of the tube. I agree, and
I’m reassured that one sauce-maker is thinking along the same lines. Now
I think about it, I might even try to whip something up to impress
someone when I get home. Bad news for Mister Milano Pizza but a minor
miracle by this campaign.’
Medium: Advertising alongside escalators in key London Underground
Media planning: Steve Fuller and Jane Carroll, MediaVest
Media buying: Alan Valler, Concord
Brief: Use the medium to illustrate the convenience of Dolmio sauces.