Fork - Catelli | Clapboard Ad Archive
Catelli’s campaign Fork, developed by LG2 and released in Canada in 2022, brings the brand’s all-natural dry pasta to vivid life with an imaginative claymation film that transports viewers into the playful and inventive world of Catelli Pastaland. In a 30-second spot set to an upbeat Grayson Music soundtrack, audiences are greeted by a whimsically constructed farmscape where fields of spaghetti ripple beside bushy penne crops and trees yield pasta-shaped stars, each element meticulously crafted to symbolize the range, quality, and inventive spirit embedded in every Catelli product. By channeling the childlike wonder found at the family dinner table, the campaign makes tangible Catelli’s position as a brand rooted in handmade-quality and natural Canadian-sourced ingredients, while the claymation technique implicitly differentiates it from the polished, heritage-heavy postures of premium Italian competitors like Barilla and De Cecco. Instead of a functional product demo or traditional recipe narrative, Fork leverages what Clapboard’s 12-format taxonomy classifies as FORMAT#9—Symbolize the Benefit, transforming the core attributes of variety, purity, and kitchen creativity into a heightened, fantastical visual metaphor that speaks directly to families seeking authenticity coupled with mealtime joy. The montage-driven creative strategy avoids explicit claims or didactic voiceovers, letting the pure visual exuberance of a pasta wonderland become an invitation to imagine, play, and share, subtly reinforcing Catelli’s market claim as a champion of wholesome and innovative everyday food experiences within the Food & Drink category. With over 2.6 million views, the campaign achieved significant audience reach, suggesting broad resonance with its intended demographic and a successful amplification of Catelli’s brand story through emotionally anchored storytelling. Clapboard rates this 72/100. As Canadian food brands look to refresh legacy categories with meaningful differentiation, Fork illustrates how a sharp symbolic concept and authentic craft technique can transform a basic staple into an emotionally rich, memorable encounter on the contemporary table.
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