Giovanni Rana’s Rana Group makes fresh pasta as well as running nearly 30 restaurants worldwide, mostly in Italy but with outposts in london and New York. It supplies some of Sainsbury’s own label products, which are actually pretty good.
Now Gio, who’s 80, has hired The Martin Agency in the US and Martin has produced a new campaign, ‘Dine With Rana,’ centred on a competition in which five winners are invited to Gio’s splendid-looking pad in Verona to sample the products at first hand.
Believe this is what they call integrated marketing. Whatever it’s called it’s spot on.
MAA creative scale: 8.