Completed: January 2023 - March 2023
Awarded “Best Pitch” for Nestle Contadina Creative Campaign out of 7 agencies
In the fall of 1991, the Nestlé Refrigerated Food Company (NRFC) launched Contadina Pizza, a refrigerated food product and brand extension of NRFC’s highly successful Contadina pasta and sauces.
However, mistakes in forecasting and production, aggressive market projections, and perceived priciness compared to takeout/delivered pizza ultimately led to its discontinuation.
Our goal was to reintroduce the product to the market (in 2022) through the creation of an advertisement campaign.
"For families wanting to come together in the kitchen, Contadina Pizza Kits are the nutritious ready-to-create pizza kits that offer families the opportunity to design their meals together no-hassle so they can focus less on the pizza, and more on bonding. Unlike other pizza kit brands, our product comes fresh, delicious, and with the quality of gourmet made by the little chefs in your life.”
Contadina Pizza Kits are ready to assemble, easy-to-bake kits that come prepared so your family can focus less on the preparation of food and more on building the memories of family meals.
“Memories, Made by You”
As Contadina Pizza Kits are centered around the idea of gaining quality time while cooking, we wanted our tagline to encompass not only the amazing cuisines that can be created with Contadina, but the experiences that the brand can create with those around us.
This tagline is not only applicable to Contadina Pizza Kits, but can also be expanded to other products within the Contadina cooking product line.
With this ad, we are trying to target millennial women with children in showcasing the fun experiences they and their child can have creating their own custom pizza (with or without veggies!) with Contadina Pizza Kits.