Anathoth Farm Captures the Good for Pizza Sauce Launch

Known for its delicious, simply made jams and pickles, Anathoth Farm has used its batch-made techniques and tried their hands at creating a new range of chunky pizza sauces using New Zealand Tomato’s made right here in the South Island, New Zealand.

The new campaign focused on reach and driving awareness of the innovation has been brought to life via MetroEXP.

Featuring the simple and honest ingredients that make these pizza sauces ‘Bellissimo’, MetroEXP’s campaign includes a 15s video to live OnDemand, short-form animations for  social and stills for print.

Senior business manager at MetroEXP, Beatrice Bearne, says, “Why shop Italian-made when you can get the best home-grown pizza sauce right here in New Zealand? This was the sentiment for our entire brand campaign and how we’ve brought this new Anathoth Farm Pizza Sauce Range to life!

“Taking the traditions of Italy and the heritage of a great New Zealand brand, we think this new pizza sauce range is just what Kiwis are looking for and are excited to have launched a campaign to support the launch and to drive awareness of the new range. 

Available in three delicious pizza sauce flavours (New Zealand Tomato & Capsicum, New Zealand Tomato with Chilli & New Zealand Tomato with Herb), the new campaign uses tongue-in-cheek references to Italian-made methods with simple graphics that highlight the ingredients and heritage brand.

Senior brand manager for Anathoth Farm, James Cheape, says, “We have been experts in making Jam’s & Chutney’s for over 30 years, it was time we expanded our brand presence on shelf, so identified a gap in the Pizza Sauce category for a simple NZ Made Pizza Sauce using NZ Tomato’s, so we have launched a range of great tasting Pizza Sauce’s. 

For our team, it is imperative to showcase that everything we create comes from our strong heritage and traditions using simple ingredients, which is why we love to work with MetroEXP - they understand our brand, and that’s exactly what they have done with this campaign. The campaign is heavily weighted to digital media, so we are excited to see how it performs.