Mars Food UK has launched two new Dolmio products, and unveiled a new global advertising campaign aimed at helping families to enjoy drama-free dinnertimes.
The campaign stems from the insight that dinnertime can be the most stressful part of the day – but the power of Dolmio is that a delicious, tempting Italian meal / spaghetti Bolognese can bring every family together.
Two new products – Dolmio No Added Sugar Pasta Sauce at RRP £1.99 and Dolmio Chicken Tray Bake RRSP £1.49 – are available now.
Ian Nundy, marketing manager at Dolmio, explained: “The UK loves Italian food – it’s the number one choice for consumers and the most important cuisine-type / segment for retailers within foods of the world. These new product innovations will drive growth in the category by tapping into a number of consumer trends – demand for variety and new formats as well as for even healthier, nutritious, great-tasting meals.”
Chicken Tray Bake advertising will be implemented across online video and social platforms from mid-September through to mid-December, with more support planned for early 2018.
Additionally, Dolmio is set to launch a new global campaign, starring a new family featuring British actor, Dominic West, as the Dad. The new ad, called “No drama”, sees a melodramatic father and son so engrossed in their video game that they are reluctant to come to the table for dinner – until mum announces that it’s spaghetti bolognese on the menu.
The campaign will initially run from August to November, and is then likely to run into 2018.
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