Italian food firm hunts shop for UK brand task

Italian food manufacturer Pastificio Rana is seeking an advertising agency to boost its brand awareness in the UK with a multi-million pound campaign.

Italian food manufacturer Pastificio Rana is seeking an advertising agency to boost its brand awareness in the UK with a multi-million pound campaign.

It is understood the company has already drawn up a shortlist of agencies to pitch for the business, including Arc London, Grey London and one other agency. Grey handles the business in Spain and Arc’s sister agency Leo Burnett holds the account in Italy. It is believed Pastificio Rana is also set to talk to media agencies about developing its UK strategy.

The food manufacturer, which describes itself as “the unchallenged leader” in the European fresh pasta market, was set up in the 1960s near Verona by Giovanni Rana.

He starred in ads for his brands in the early 1990s, in an attempt to personally guarantee the quality of the company’s products. It is not known whether he will feature in UK executions.

It is understood the pitch is being run from Italy and the brief is likely to include television work created by the successful agency. The brand’s products have been available in UK supermarkets for several years and there has been limited advertising in the past. The company also manufactures own-label products.

Pastificio Rana remains a family-run business. Its products include gnocchi, ravioli, tagliatelle and pasta made to special recipes. The company refers to itself as a “pocket multinational” – a big business that has developed onto the international stage but retains its traditional values.

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