S.Martino: quick in the kitchen, a winner on TV
Brand Positioning & Development
Consumer habits may change but not the quality of S.Martino. The brand belongs to Cleca which, since 1939, has produced a wide range of mixes for desserts and baked products, with delicious offerings that meet the latest dietary needs of today’s consumers.
What was the challenge? To create an engaging and memorable 10” TV spot which would increase brand awareness and illustrate the versatility of the products to a wide and varied audience.
Life’s strategy was to showcase the added value of the range with a unique creative campaign to engage the audience and stimulate their intention to buy.
The different serving opportunities become the focus of the TV ad, whose strength lies in its undeniably immediate and genuine appeal. The message comes across clearly: S.Martino quick-to-prepare offerings can make every moment of the day special and delicious, from breakfast to snack time or dinner. They are not just mixes for delicious desserts, but a new way of having fun in the kitchen any time of the day.
Life came up with a catchy, attention-grabbing tagline: “S.Martino, non solo budino”. The phrase (meaning “S.Martino, not just pudding”) reminds us of the many different products that can be enjoyed any time of the day and by all age groups.
The entire voice over, with its lively and irreverent tone of voice, uses rhythm and repetition, interacting with the images to help customers remember the brand’s winning features.
The script and images come together to create an ironic, fun ad. The music engages and an exclusive sound signature, created to emphasize the logo and tagline, is played throughout. The fast-paced visuals illustrate the delicious offerings prepared using the S.Martino mixes, reminding us how quick and practical the products are. The TV ad ends with an innovative camera movement and a packshot of the range.