Client: Goodman Fielder – La FAMIGLIA Garlic Bread
Creative: Garry Horner, Matt Kemsley, & Ryan Foster
Brief: Popularise Garlic Bread whilst communicating the quality of La FAMIGLIA.

In a low interest category such as garlic bread our key objectives were to generate brand awareness and trial for La FAMIGLIA products. To do this we created a disruptive, unique and fun idea around ‘Garlic Bread so good Italian Mama is stealing it back’. This idea takes on the iconography of the Italian Mama and uses her to great humorous effect. The idea plays on the fact that La FAMIGLIA Garlic Bread is so good – it’s quality of ingredients, it’s home baked taste – that the Italian Mama (the matriarch in both the home and kitchen) is stealing it back. The idea was executed through TV, Outdoor to ensure brand awareness; and In-store, Experiential and Sampling to ensure trial was caused.