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Napolina campaign places product on a pedestal

The out-of-home campaign from Lucky Generals features a tin of tomatoes on a colossal Corinthian plinth

Georgie Moreton

Deputy Editor, BITE Creativebrief


To showcase its premium product Napolina has launched an out-of-home campaign that quite literally places its product on a pedestal.

Napolina is not humble about its ingredients, a fact which is brought to life through the campaign created by Lucky Generals.

The out of home display, positioned near Elephant and Castle tube station, at the entrance to Mercato Metropolitano takes inspiration from the noble history of Italy and its iconic statues. To bring this to life the brand has created a 3D Corinthian column with a tin of Napolina tomatoes placed on top bursts out of a 96 sheet billboard. Beneath the tin, the copy reads: ‘Not so Humble Ingredients.'

“Hadrian, Claudius, Tiberius, Maradonna - all loved and adored in Italy. They all have their statues and they all have their plinths. So we thought it's the tomatoes' turn to take their place amongst the greats.” says Danny Hunt, Creative Director at Lucky Generals. 

The work is a continuation of the brand’s ‘not so humble ingredients’ brand platform designed to reinforce the premium taste, quality and brand values that Napolina products are more than staple ingredients. Napoli tomatoes grow in the Mediterranean sunshine and are cultivated by farmers with 50 years of experience, earning their place on a pedestal.

“More and more people are cooking at home now and desire quality ingredients. We know our products are not only high-quality but have the ability to elevate any dish to restaurant standards. If we not humbly say so ourselves. Lucky Generals continues to bring a unique playfulness and entertainment that lets our stand out products stand out even more.” added Jeremy Gibson, Chief Marketing Officer at Napolina.

The billboard was brought to life in partnership with Wavemaker, ClearChannel, Kinetic and Creative SD, and will be displayed until 6th October.

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