La Famiglia introduces brand mascot as part of new brand platform, via Connecting Plots

Garlic bread brand La Famiglia has introduced a new brand platform and mascot, leveraging the cult-like obsession people have with the garlicky treat, via Connecting Plots.

Describing garlic bread as an ‘irresistible indulgence’, the new brand platform ‘To Die For’ aims to put La Famiglia in a unique position in consumers’ minds beyond the typical Italian associations, elevating its products.

Despite Australia’s widespread love for garlic bread, particularly La Famiglia’s after it took the top spot in the Sydney Morning Herald’s ‘Great Australian Supermarket Garlic Bread Taste Test’ in 2021, the brand has not seen major growth over the years. Research indicated that most Aussies see garlic bread as a pairing for Italian cuisine, not as a stand-alone product. La Famiglia’s Italian name and branding only exacerbated this association.

“We know people love our garlic bread, there’s an almost cult-like obsession with it,” said Rose Milan, head of portfolio at Goodman Fielder, owner of La Famiglia.

“The challenge we’re facing is [a] lack of top-of-mind awareness and being seen as more than just a side to Italian food. Moving away from this is a critical step in growing our portfolio – showing that it’s a must have regardless of the occasion and cuisine.”

So to move away from garlic bread’s Italian associations, Connecting Plots has introduced a mascot that is willing to risk his life to enjoy the taste of garlic bread… a vampire.

“Everyone loves La Famiglia garlic bread,” said Matt Geersen, creative partner at Connecting Plots.

“Even those who probably shouldn’t, like our vampire. He’s a playful representation of just how irresistible the allure of our product is and a unique new angle for La Famiglia that is distinctly, un-Italian.”

Geersen said the team look forward to building out the brand platform, with the vampire mascot sure to make regular appearances.

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