** New ** 
The big rebrand and relaunch of the nation’s favourite pasta sauce. There’s a lot of rules and snobbery around pasta (we’re looking at you Italy). There was opportunity for a brand to say don’t listen to the tomato-fondling traditionalists, eat what you love. Paprika in spagbol? Peanut butter in lasagne? Dolmio-Yeah you can.

The campaign has smashed all targets, caused a spike in sales and put Dolmio back on the menu. It’s received a maximum score internally at Mars Food and is getting a re-run over Christmas.

We turned an insight into a proper brand platform designed to go on for years. Here’s the social. This is just the beginning of where this campaign can go.

Agency: The&Partnership
ECD: Andre Moreira & Toby Allen
Creative Directors: Nick Moss & Dan Northcote-Smith
Creatives: Adam Jackson & Ted Price
Director: Jonny & Will @ Blinkink
2023