WIN GOLD* (Campaign promo) San Remo Pasta
Scroll
client
Sanremo Pasta
year
2016-2017
duration
2 months
location
Singapore
overview
San Remo needed a high-impact consumer promotion to stand out in Singapore's competitive pasta aisle. The challenge was to create a campaign that felt premium and exciting while staying true to San Remo's brand identity, and that would work just as hard on a TV screen as on a supermarket shelf. WIN GOLD answered with a prize-led concept anchored by a bold gold key visual and custom typographic layout. This single creative idea was built to scale, giving the campaign a consistent look across gondola ends, shelf liners and TVC visuals.
approach
San Remo set out to become a household name in Southeast Asia, with Singapore as its primary market. The aim was to make it the pasta brand everyday families know and trust, especially the aunties and uncles who do the household shopping. The challenge was introducing a product that was still unfamiliar to many shoppers. For a demographic raised on rice and noodles, pasta was not an everyday staple, so the campaign had to spark curiosity and lower the barrier to trying it.
Deliverables
Campaign Key Visual
Gondola End Display
Shelf Liners
TVC Visuals
Typographic Layout
