The Catelli campaign "Fork," developed by LG2 and launched in Canada in late 2022, leverages an imaginative claymation world to convey the brand’s core proposition: offering all-natural, handmade-quality pasta that ignites creativity and fun at mealtime. By depicting a fantastical pasta-themed landscape—fields of spaghetti, penne crops, and pasta-laden trees—the 30-second film visually reinforces the diversity and authenticity inherent in Catelli’s product line, positioning the brand as both wholesome and playful. The campaign’s emphasis on craftsmanship and natural ingredients is designed to evoke the nostalgic wonder of childhood, connecting the product’s simplicity and purity with an emotional resonance around family dining experiences.
Strategically, the campaign taps into the insight that consumers increasingly seek not only quality ingredients but also meaningful, engaging food experiences that appeal across generations. The creative approach of using claymation, a medium associated with handcrafted artistry and imagination, aligns with the brand’s emphasis on authenticity and naturalness, distinguishing it within a competitive food market. The playful yet artisanal tone is aimed at families and parents who value both nutrition and the joy of shared meals, leveraging fantasy to elevate everyday pasta consumption into a memorable experience. The campaign’s montage genre and upbeat soundtrack further support this connection by fostering an uplifting, dynamic atmosphere that enhances emotional engagement. Overall, "Fork" combines visual storytelling with product attributes to reposition Catelli as a trusted, imaginative choice in the natural pasta category.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign exemplifies "Symbolize the Benefit" by presenting Catelli’s pasta as the foundation for a fantastical claymation world—fields of spaghetti, penne-shaped crops, and pasta trees—all serving as whimsical symbols for variety, all-natural quality, and creativity. Rather than narrating a problem or literal demonstration, the spot transforms product benefits (quality ingredients, assortment, fun of pasta) into imaginative, exaggerated visuals experienced through a child’s eyes. The montage genre, heavy reliance on symbolic settings, and emphasis on wonder clearly signal that symbolic representation of product benefits is at the core of the creative device.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Barilla – Market Positioning
Barilla positions itself as a premium, authentic Italian pasta brand with a strong heritage. It emphasizes quality ingredients, traditional recipes, and a wide variety of pasta shapes. Barilla leverages global brand recognition and focuses on family-friendly marketing, promoting its pasta as versatile and accessible for everyday meals while highlighting its commitment to sustainability and non-GMO ingredients.
2. Catelli – Market Positioning
Catelli stands out by emphasizing all-natural ingredients and Canadian roots, focusing on freshness and quality. It blends creativity and fun in its branding and product offerings, targeting families and health-conscious consumers who value wholesome, handmade-feeling pasta. Catelli’s campaigns often incorporate imaginative storytelling to differentiate itself as a brand that brings joy and innovation to everyday dining.
3. Ronzoni – Market Positioning
Ronzoni markets itself as an all-American pasta brand that values tradition and quality. It emphasizes its use of 100% durum wheat semolina to deliver consistent texture and taste. Ronzoni targets mainstream consumers seeking reliable, affordable pasta options with a home-cooked feel while expanding into whole grain and specialty pasta segments to appeal to health-conscious buyers.
4. San Giorgio – Market Positioning
San Giorgio leverages its long-standing presence in the market by positioning itself as a trustworthy, value-for-money brand that delivers classic pasta experiences. It appeals mainly to price-sensitive consumers, emphasizing broad product availability and consistency. The brand often highlights simple, family-oriented meals, focusing on comfort and approachability rather than premium innovation.
5. De Cecco – Market Positioning
De Cecco differentiates through premium positioning grounded in Italian heritage and artisanal production methods. The brand stresses the use of high-quality durum wheat and traditional slow-drying techniques that preserve texture and flavor. Targeting sophisticated consumers and food enthusiasts, De Cecco markets itself as an authentic, gourmet pasta offering that elevates everyday meals to culinary experiences.
Q: What is Fork about?
A: Fork is a 2022 campaign created for Catelli by the agency LG2 and released in the Canadian market. The central creative idea is a 30-second claymation film that transports viewers into Catelli Pastaland, an imaginative world where fields of spaghetti, penne-shaped crops, and pasta-laden trees symbolize the brand’s diverse all-natural dry pasta range. The spot, set to an uplifting soundtrack by Grayson Music, celebrates the handmade quality and creativity of Catelli pasta, evoking the wonder of a child’s imagination at the dinner table. The campaign positions Catelli as a playful, wholesome choice for families.
Q: What creative device does Fork use?
A: Fork employs the Symbolize the Benefit technique, as classified by Clapboard’s 12-format taxonomy (FORMAT#9). Rather than presenting a literal demonstration, the campaign uses exaggerated, whimsical visuals—such as a claymation landscape of pasta fields and trees—to represent the product’s positive attributes. This symbolic approach transforms Catelli’s all-natural ingredients, product variety, and focus on fun into a fantastical world experienced through a child’s perspective, making the brand’s benefits visually engaging and emotionally resonant.
Q: What is the campaign proposition for Fork?
A: The campaign proposition for Fork centers on positioning Catelli as a brand that delivers all-natural, handmade-quality pasta while igniting creativity and enjoyment at mealtime. Targeted at families and health-conscious consumers, the campaign leverages the nostalgic appeal of claymation to connect with those who value both wholesome ingredients and imaginative dining experiences. In the context of the food and drink market, Fork differentiates Catelli by blending authenticity with playful storytelling, reinforcing the brand’s commitment to quality and its role in creating memorable family moments.
Q: How does Fork rank in Clapboard's archive?
A: Fork holds a Clapboard Campaign Score of 72/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Catelli's category?
A: In the pasta category, Catelli competes with several key brands: Barilla positions itself as a premium Italian pasta with a focus on heritage and quality ingredients; Ronzoni emphasizes its all-American tradition and consistent quality for mainstream consumers; San Giorgio appeals to value-driven buyers seeking classic, approachable pasta experiences; and De Cecco targets sophisticated consumers with its artisanal Italian production methods and gourmet positioning. Each brand carves out a distinct space, shaping the competitive landscape for pasta in North America.
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