Catelli Returns to Pastaland and Brings Protein-Powered Adventures to Life

Catelli PROTEIN+^TM is here and changing the pasta game with a new 100% plant-based protein enriched white pasta option for Canadians. The market is crowded with protein products, so to ensure that PROTEIN+ pasta stands out as the better for you and delicious option both on the shelf and to consumers, Catelli partnered with LG2 to create vivid new packaging and a launch campaign that extends the Pastaland universe. Featuring a new claymation TV spot called ‘Pastanaut’, the campaign includes digital OOH, connected TV, social media, a takeover of Toronto’s Union Station, and a partnership with the Edmonton Oilers.

Catelli’s product line expands with the addition of the PROTEIN+ pasta sub-brand thoughtfully designed in bold new yellow packs for penne, elbows, and spaghetti that stands out on grocery shelves as well as among the larger Catelli family. The rich yellow of the packaging is textured to match the life-like photographic appeal while conveying a sportier look that still lives in the realm of high quality pasta that the brand is known for.

This same warm, inspirational spirit is reflected in the ‘Pastanaut’ claymation spot made in collaboration with Little Giant who handled animation for the previous Pastaland video. A 30-second and six-second version of the spot will be broadcast on TV and supported with digital video pre-roll and social media until July 5.

“We knew that we’d return to Pastaland but wanted to explore a new territory–much like Catelli PROTEIN+ itself. That same sense of imagination and play are present with a bright new packaging that shows Catelli pastas add more inspiration to mealtime. One serving of PROTEIN+ pasta adds 17 grams of protein to any meal with the same great taste as our classic white pasta. A new product innovation like this deserves a bold look and a campaign to support it. We’re excited by the direction we’re headed in better-for-you pastas.” said Doyle Brown, director of marketing, Catelli.

“This is a great example of creating a unique look for a new product line based on Catelli's existing packaging system, which we created specifically to be able to accommodate new product offerings such as this. We utilized the colour yellow on the Catelli PROTEIN+ packaging to make it distinct from the Catelli Classic line while also helping it stand out on the shelf. The result is a concept that captures the energy and strength of the protein category, while still feeling part of the Catelli family. It also pairs perfectly with the return to Pastaland and the spirit of imagination that the advertising campaign leans on.” said Ryan Crouchman, partner, ECD, VP, branding and design, LG2.