San Remo pasta releases first work with Emotive [Video]

Australian pasta brand San Remo has launched its first work with Emotive since appointing the independent creative agency in February 2023.

With rice and noodle consumption on the up and new, low-cost entrants in the pasta market, the brand felt it needed to step away from its familiar image as the “red one” or “the pasta mum bought,” in order to stay relevant to changing tastes of new generations.

The work also marks the first time 88-year old, fourth generation family-owned business, has pivoted from its ‘We’re Family’ brand platform in 23 years.

The latest ad, slates to go live in March across broadcast, cinema, OOH, YouTube, social and digital, sees a disconnected and distracted family pulled together by a pasta dinner in a scene that will be equal parts familiar and reassuring to families with children.

Said Hugh McIntosh, marketing manager, San Remo: “When you’re lucky enough to …