Big plans for Italian pasta brand’s entry into UK market

The Manchester operation of PR group Big Partnership is helping launch Italy’s premier pasta brand into the UK.

It has been appointed by Le Stagioni d’Italia to support its launch into the UK market.

Originally due to launch in the UK later this year, Le Stagioni d’Italia brought forward its entry to support demand for dried pasta products during the COVID-19 pandemic.

The consumer campaign, which will include media relations and organic and paid social media content, launched this month.

Now available in selected Sainsbury’s and Asda stores, Le Stagioni d’Italia products are made from 100% Italian wheat, offering customers a choice of high-quality and sustainable products with full traceability from one of Italy’s top agricultural companies, Bonifiche Ferraresi.

Bryan Garvie, director at Big Partnership, said: “Everyone loves pasta and our consumer and social teams are massive foodies, so we’re really excited to have the chance to work with Le Stagioni d’Italia.

“It’s an amazing product with a great story, so we had a great time pulling together our campaign ideas to help to establish the brand in the UK.”

The Le Stagioni d’Italia range of pasta includes traditional penne rigate, spaghetti, fusilli and rigatoni, all available in 500g recyclable paper bags.

Customers can also buy the finest Italian Arborio and Carnaroli rice for risotto, as well as Le Stagioni’s signature Senatore Cappelli pasta range, which is made a with the ancient Senatore Cappelli wheat, only produced in small regions of Italy.

Lorenzo Fontana, export manager at Bonifiche Ferraresi – Le Stagioni d’Italia, said: “Big Partnership’s experience in the food and drink sector was evident in the proposal that they presented to us, covering a comprehensive and creative strategy to support our UK launch.

“Our entry into the UK market has come earlier than expected, but we hope that with the help of the Big team, our British customers will fall in love with our pasta.”