Giovanni Rana launches first digital campaign

Posted by Bearing on Friday, June 12, 2009

Pasta brand Giovanni Rana is to launch its first digital campaign to capitalise on consumers’ interest in searching for recipes online.

The Italian brand, which spends an estimated £2.5 million a year on advertising, will stream live videos of two Italian mums, Daniela and Monica, preparing meals using the pasta.

Sites such as Tiscali, UK Parents Lounge and eParenting will show the video from 17 June.

The brand’s first move into digital marketing will also see blogs featuring family recipes included on its site.

Stephen Hull, Rana brand development director, said: “We’re all very excited about the digital campaign and, as consumers turn to online more and more, especially when looking for inspiration in the kitchen, we hope the recipes will inspire new and experienced cooks alike.”

Source: New Media Age

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http://www.nma.co.uk/giovanni-rana-launches-first-digital-campaign/3001276.article