San Remo Pasta Launches Tasty New Campaign, Via Emotive

San Remo Pasta Launches Tasty New Campaign, Via Emotive

San Remo, Australia’s favourite pasta brand, has launched a new campaign via Emotive.

It’s the first work since the 88-year-old, fourth-generation family-owned business appointed independent creative agency Emotive in February 2023. The campaign will be live across March and will run in Broadcast, Cinema, OOH, YouTube, Social and digital channels.

A constant on Australian shelves since 1936, San Remo is familiar to many as the ‘red one’ or ‘the pasta mum bought’. However, with rice and noodle consumption on the up and new low cost entrants flooding the pasta market as people feel the cost of living pinch, the need for the brand to connect with a new generation is vital.

The new campaign revamps San Remo’s 23-year-old “We’re Family” brand platform. The ad sees a disconnected and distracted family pulled together by a delicious pasta dinner in a scene that will be equal parts familiar and reassuring to anyone with kids.

“When you’re lucky enough to have the same brand platform for 20-plus years, you don’t want to rip up everything and start again. But we did want to remind Australians why they love San Remo. Emotive understood immediately, delivering a timeless truth, told in a new way, targeting a mass audience including light and non-buyers.  It’s classic brand building,” said  Hugh McIntosh, marketing manager, San Remo.

Darren Wright, group creative director, Emotive, added: “Getting the family around the dinner table is far from easy in our hectic screen-filled worlds.  One thing that can help is sticking a big bowl of something tasty in the middle of it and watch as the hungry come running. Or in this case, watching as they get magically pulled together by the allure of a delicious bowl of San Remo pasta.”


Client: San Remo

Marketing Manager: Hugh McIntosh

Category Brand Manager: Jessica Tsang


Creative Agency: Emotive

CEO & Founder: Simon Joyce

Head of Strategy & Managing Partner: Michael Hogg

Group Creative Director: Darren Wright

Creative Director: James Pash

Head of Design: Dan Mortensen 

Senior Art Director: Tessa Chong

Business Directors: Ciaran Miller-Stubbs & Tiffany Hunter

Executive Producer: Hayley-Ritz Pelling

Senior Producer: Cate Hartmann

Head of Content Distribution: Rhian Mason


Production Company: Rabbit

Director: Rhett D’Arrietta

Executive Producer: Alexandra Hay

Producer: Morgan Hind

Director of Photography: Danny Ruhlmann

Production Designer: Michael Iacono 

Food Stylist: Laura James

Wardrobe: Roma D’Arrietta

Hair & Make Up: Margo Regan

Casting: Mcgreggors Castings


Still Production: Sam I Am

Photographer: Billy Plummer

Executive Producer: Rich Cole

Stills Producer: Jasmin Connor & Lucy Whirledge


Post Production Company: The Editors 

VFX Supervisor: Stu Cadzow

Music & Audio Post: Otis

Please login with linkedin to comment

Emotive San Remo

Latest News