Princes has announced a major marketing push for Napolina backed by a six-figure investment with a “high-impact” national out-of-home and YouTube advertising campaign.
The move follows positive growth for the brand which has seen a 13.7% increase in value over in the last two years.
In its interim H1 26 results, Princes calls out continued investment into the Napolina brand, including the launch of flavoured oils, increased promotional support for the oils portfolio and new listings for Napolina sauces in Tesco and pasta in Asda. The innovation pipeline includes new flavour boosters, Polpa and black beans, alongside further launches across pasta and sauces.
The results also highlight Italian Products as a standout division, with revenue up 48.1% to £227.3 million and EBITDA up 39.5% to £23.4 million. This includes the Napolina brand, Delverde, and the newly acquired infant nutrition business Plasmon.
Princes says the growth in Napolina can be attributed to “meaningful innovation” and increased interest in premium and authentic ingredients with “trusted provenance”. Transparency has been a key message for the Italian-based brand for some time, with 2022 seeing on-pack quick response codes placed onto its Napolina canned tomatoes. These QR codes enable smartphone users to access information about their quality and sustainability credentials.
Running throughout October and November, this latest push for the Italian brand will see it targeting the modern, at-home cooks, with a comedic advert set to premiere on YouTube, which is now the second most-watched service in the UK, behind the BBC and ahead of ITV.
An OOH creative that places the chopped tomato in the spotlight will also run across the two months.
‘Your Bolognese will Thank You’ looks to highlight the importance of the humble, tinned tomato; with the campaign to feature in high-footfall locations, including a range of major UK train stations and areas close to local stockists.
“This six-figure investment into the brand, across a two-year period, represents a significant milestone for us,” said Jeremy Gibson, marketing director at Princes Group PLC.
“After three years without significant ATL support, we’re demonstrating our commitment to Napolina, our retail partners, and crucially, to our consumers by making a bold statement about our ambitions.
“Our target audience of passionate at-home chefs are increasingly turning to platforms like YouTube for food inspiration, recipe ideas and cooking tips. By focusing purely on high-impact OOH and YouTube, instead of traditional TV, we’re reaching home cooks exactly where they are, with a campaign that celebrates the joy and creativity of cooking with Napolina.”
