Sacla highlights its Italian background for brand relaunch

Sacla, the Italian pasta sauce manufacturer, is launching its biggest-ever UK campaign to emphasise its authenticity compared with rival offerings that claim an Italian heritage, but are actually made in Britain or Holland.

The company, whose products are manufactured near Milan, is spending £1.5 million through Mitchell Patterson Grime Mitchell and Walker Media in a relaunch of its brand, which will urge consumers to "Just taste it".

The initiative comes at a time of intensifying competition in the pasta sauces market. The sector is currently worth £210 million and is growing at a rate of 6 per cent a year.

The theme will run across a print campaign breaking at the end of this month.

Sacla's new advertising will appear in consumer and lifestyle magazines.

Each spread features a spoon and fork juxtaposed with pictures of everyday Italian life shot by the photographer Francesco Radino.

The ads were written by Neil Patterson and art directed by Steve Grime.

Patterson said: "The photographs are completely cliche-free and really capture the flavour and essence of the country."