Village Green picks up Sacla sponsorship task

Sacla, the Italian food company, is understood to have appointed media services agency Village Green tohandle a broadcast sponsorship brief.

The appointment does not affect Starcom, which handles the brand’s media planning and buying.

The appointment comes as Sacla launches a heavyweight TV campaign, created by Chick Smith Trott, aimed at raising awareness of the brand. It is the agency’s first work since it was appointed to the £4m account last summer (MW July 27).

The execution, which breaks on February 25, shows a man beating out a rhythmic tune using implements in a kitchen as he prepares an authentic Italian meal. The ad stars Mistresses actor Adam Rayner.

The sound is also key to the ad, which has been edited to give the effect of a man jumping around a kitchen. The brand name has been split into “Sa” and “Cla”, and the sound of a jar being opened is also “integral” to the ad.

Sacla makes a range of ambient pasta and pesto sauces, and last year launched a three-strong range of chilled pasta sauces to extend the brand.

Sacla is understood to be increasing its above-the-line spend and to be considering sponsorship and other media opportunities connected with food and cooking.