Ogilvy creation
Golden penny pasta Campaign
the brief
Drive brand affinity with target consumer by building a distinctive emotional connection with the brand that will ensure a long term and sustainable competitive advantage
Clearly differentiate the Golden Penny brand from all other existing offerings
Reinforce Golden Penny Pasta as the leading Pasta brand in Nigeria
Increase the consumption of Golden Penny Pasta consumption and trial amongst the target consumer
what we did
Strategically we intentionally did not hinge our communication on the non sticky feature of the brand knowing that is the angle most competitors will be coming from.
Instead, we built three strategic Pillar to on how to cook, how to serve and how to eat.
These pillars was what we leveraged our idea on which gave birth the campaign idea of “With Golden Penny Pasta … Your Way is Best.
