Napolina

Napolina’s mission was to stand out in a crowded market. Keen to dispel the ‘humble’ image of Italian ingredients, and elevate their status on the shopping list, Napolina wanted to reaffirm their quality contribution to every meal.

The aim was to increase brand awareness, consideration and an uplift in sales.

Forming the basis of the campaign was brand building reach using classic poster sites in 1km of major supermarkets, alongside Adshel Live digital 6-sheets skewed towards capturing people on the hungry commute home.

To give big impact talkability, Clear Channel worked closely with the Napolina brand team and their creative agency to put a giant can of Napolina on top of an Italian column mounted onto a 96-sheet billboard. This 3D installation was in the heart of one of London’s most bustling food markets, Mercato Metropolitano in Borough.

Beyond OOH, Napolina aligned their Smooth Radio partnership between 4-7pm to make the brand front and centre of the evening commute. And the pillar concept was extended into social with a digital replica, created to ‘burst through’ social ads, increasing the impact of the special build.

The campaign delivered a brand awareness increase of +10% and achieved Napolina’s highest ever brand awareness score of 90%.

The campaign successfully shifted consumer perceptions* across key metrics including: ‘recognisable’ from 87% to 90%, ‘high quality product’ from 80% to 86%, ‘worth paying more’ 49% to 52%, and ‘brand trust’ 79% to 83%.

Post campaign research also found that 84% of consumers said they now considered buying Napolina, which is significantly higher than competitors.

OOH’s direct impact was proven to show a sales uplift** of 7.8% in stores during the campaign.

It also won Gold in the Brand Building category at the Outdoor Media Awards 2024.