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It’s Got To Be Galabanini

Objective

Increase brand recall amongst consumers and subsequently drive loyalty.

Strategy

Leverage Come Dine With Me’s playful tone and repeat the brand name (almost) as much as possible.

Mozzarella is mozzarella, right? Wrong. But seemingly, that’s how British shoppers think of it. 

So, we created It’s Got to Be Galbani– a series of playful idents, along with a 30-second radio spot, where mozzarella-loving individuals forgetfully mispronounce the brand name, only to be repeatedly corrected by a proud Italian narrator.