D’Italiano is taking inspiration from the Renaissance era in a new integrated campaign from Rethink that marks its first work for the brand since being named AOR for parent company Wonderbrands in 2022.
The campaign introducing D'Italiano brand's new platform, "Do It Big," is running across TV and online video, as well as social and digital elements. There is also a "robust" out-of-home buy in Vancouver, Montreal and Toronto—including takeovers at both Yonge-Dundas Square and Union Station.
The first wave of ads is led by a 30-second hero spot called "Soak it all in," that the agency said takes its visual inspiration from the Renaissance era art known for its naturalism and humanisim.
Shot entirely in slow-motion, it depicts a chaotic family gathering, with people shouting at each other, food being passed around (and occasionally dropped on the floor) and a drone carrying a pepper shaker back and forth.
The spot highlights D'Italiano bread and buns, as well as the brand's new D’Italiano with Gusto bagels, complete with a subtle reference to God reaching out to Adam in Michelangelo's famous painting, "The Creation of Adam." It ends with a close-up of a piece of D'Italiano bread being used to soak up a hearty tomato sauce.
D'Italiano is known for thick-sliced Italian-style bread, and Rethink creative director Geoff Ballie said that "Soak it in all" is intended to represent not only the bread's ability to absorb sauces, but also the crucial role food—and bread in particular—plays in helping live life to the fullest.
"We wanted something that could encapsulate the big, modern Italian energy that D’Italiano stands for among consumers and sets it apart from the rest," said Angela McInenly, head of marketing and brand development at Wonderbrands.
“Do It Big,” she added, is a representation of what the brand does best in size, abundance, flavour and passion.
Rethink also handled strategy and PR, with media by Society Etc.
