Agency will be briefed with giving the brand cut-through in an increasingly crowded category
As part of its ambitious growth plans, Napolina, the UK’s number one Italian cooking brand has hired Lucky Generals as its creative partner.
The agency has been appointed because of its unique and bold creative approach as well as its ability to build big brand platforms that power successful campaigns and drive long-term business growth.
Lucky generals will be briefed with giving the brand cut-through in an increasingly crowded category. It will lead the charge in developing an impactful brand idea from which it will launch Napolina’s biggest ever ad campaign, with an unmistakably Italian spirit and bold heroic visuals – all with the aim of reconnecting with new and lapsed shoppers across the category.
Joining Napolina on this mission alongside Lucky Generals will be Spin, newly hired to lead on organic social, and Honey, appointed to lead on design; the agencies join Weber Shandwick (PR) and Wavemaker UK (media) who already work with the brand. They will all collaborate as an interagency team to drive the brand forward and achieve its mission.
The new agency appointments follow the hiring of Jeremy Gibson, previously at PepsiCo, Hovis, and innocent, who joined the Princes Group in April as Marketing Director. He has responsibility for all the brands within the Princes Group portfolio.
With a global supply network and a portfolio of branded and customer own brand products, Princes is one of Europe’s largest food and drink groups.
Key brands within the Group’s portfolio include Napolina, Princes, Batchelors Peas, Branston Beans, Crosse & Blackwell, Crisp N’ Dry and Flora.
Vickie Ridley at Lucky Generals, said: “The Napolina team are fiercely ambitious, it was clear from the first time we met that they are on a mission to drive the brand forward at pace – we can’t wait to help them do just that. And I can’t think of many things better than winning a piece of business that allows us to consume copious amounts of spag bol.”
Jeremy Gibson at Napolina, said: “We’re on a mission to become more meaningful to our consumers and deliver a compelling story through our communications, increasing brand recognition, saliency, and purchase intent as we do. Lucky Generals’ creative approach and ability to build brand platforms will be a major part of our success. However, the real benefit is going to come from bringing all of our agency partners together under one aligned vision to drive us on that mission.”