This is the age of transparency. If a brand wants to be relevant for its target, the target must be able to see through it. Mystery is charming no more, especially in the food industry whose mystifications have been deeply investigated in the last years. Even pasta, Italy’s number one comfort food, has been recently put under the spotlight.
Garofalo undertook its path to transparency in the most practical way first. Through a dedicated website, the company made available to every consumer an evolved tracking system so that it became possible to discover the origin of the wheats used in the semolina blend of every pack individually. We’ve called this website www.comesifagarofalo.it (“how Garofalo is made”) because that is what it’s all truly about. Garofalo launches a new TV Commercial (that we take pride for) in which the truth concept is given a creative and ironic twist. It also sets a new standard in the way a pasta brand communicates, avoiding the stereotypes and cliches we keep seeing on screen these days choosing a more cinematographic treatment and storytelling.
The idea is that not only a good pasta never lies, but whoever eats it gets hit by the same effect: you can’t keep your mouth closed anymore. It’s a way to represent everyday situations, Garofalo families, revealing little truths with a smile and building awareness on the new brand’s positioning through an effective line and the final call to action to discover more about how Garofalo is truly made.