Transforming a forgettable name into an unforgettable campaign

The challenge

Italy’s #1 mozzarella wanted to secure its place on UK cheese-lovers’ shopping lists - except brand recall was low as people had trouble remembering its name.

The work

Determined to get the brand name at the front of people’s minds, our set of playful primetime Come Dine With Me idents saw mozzarella-lovers forgetfully mispronounce Galbani – a construct that proved so popular we refreshed it the year after for a pair of TVCs.