The Campaign

We decided to educate our audience about authentic Neapolitan cuisine. We did this by using quirk and wit to compare Neapolitan food with the spirit of the people of Naples.

Creative Execution

The posters display artistic illustrations of Neapolitan stereotypes and food, paired with humorous headlines. All ads have a border with bold typography in the centre. The illustrations of people and their food form the border. We have used highly stylised drawings to bring out the spirit of our idea – be it the hands of the ‘tough’ man in the pizza ad. Or the torso of the narcissist man in the espresso ad. The visuals are set in a background relevant to each food item. The pizza ad is placed on a pizza delivery box, the pasta ad on a pasta serving plate, the espresso ad on a brown paper bag, and the Tiramisu ad is set on a wine bottle.

Indication of how successful the outcome was in the market

- These posters were part of a larger integrated campaign across print, radio, digital and direct mailers which resulted in sales increasing by more than 50%, reaching a maximum of 91% during the campaign. - We got excellent reviews on food blogs and restaurant discovery websites. - People were beginning to recognise Gustoso as the place for authentic Neapolitan food.

Gustoso has two outlets. One at Kemp’s Corner in South Mumbai. And the other at Khar, near Bandra. The Khar outlet wasn’t performing as well as the other. So we decided to reach more people by redesigning our print campaign as posters. We put up these posters at indoor public places around the Khar outlet. We chose three large offices - Prime Focus, Mothership Productions and Splice Studio. And we chose them because these offices are known to entertain a large number of clients. And therefore order a lot of food. Also, our target audience – young, affluent and experimental foodies - work with, or at these places.