Olivieri: “As Easy to Make as It Is to Love”

Olivieri: “As Easy to Make as It Is to Love”

When a heritage pasta brand needed a modern refresh, Olivieri turned to Bob’s Your Uncle to help reclaim its place at the heart of Canadian dinner tables.

After years without a major campaign — and facing rising competition from store brands, shifting shopper habits, and a growing demand for convenience — Olivieri launched a full brand refresh. This included a new visual identity, re-formulated products, four new fresh pastas, and a national creative platform developed by Bob’s Your Uncle.

The idea: show that fresh pasta can be delicious, high-quality, and unbelievably easy — so easy that even Dad can pull it off.

Coverage

Marketing Magazine — “Olivieri has Dad make pasta to prove how easy it is”

URL: https://marketingmag.ca/brands/olivieri-has-dad-make-pasta-to-prove-how-easy-it-is-168743/

“Catelli Foods’ Olivieri brand is showing off its new look with a national campaign that celebrates convenience and the joy of easy-to-prepare Italian food.”

“The refresh includes updated packaging, a new logo and product shots, and new brand positioning which sees Olivieri promise to deliver ‘the joy of an Italian meal.’”

“The campaign… was developed by the brand’s creative AOR, Toronto-based shop Bob’s Your Uncle.”

“Since preparing fresh Olivieri pasta is so simple, he [Dad] succeeds, and the spots end with the tagline, ‘As easy to make as it is to love.’”

“‘We’re trying to deliver a message of convenience,’ said Bob Froese, CEO of Bob’s Your Uncle. ‘Having dad make dinner is the most unimaginable convenience in the world for mom… this is really easy to make, even dad can do it.’”

“According to Froese, this is the first major campaign from the brand in more than three years… driven by convenience trends, shifting habits, and increased private-label competition.”

Why This Matters

This campaign is a textbook example of Bob’s Your Uncle’s ability to transform everyday category truths into emotionally resonant creative:

1. The strategic tension

Fresh pasta competes on taste but risks losing on convenience. Olivieri needed to bridge both worlds — especially for time-starved families looking for quick wins at dinner.

2. The creative unlock

Center the story around the family member least expected to shine in the kitchen.
If Dad can do it — and make it look fun — then the truth becomes undeniable:
Olivieri is the easiest path to an Italian meal people love.

3. The brand impact

The campaign:

• Reasserted Olivieri’s premium positioning
• Differentiated it from lower-priced store brands
• Expanded appeal beyond the habitual pasta buyer
• Reinforced “joy,” “ease,” and “family connection” as core brand values

4. Heroes to Kings alignment

This is a challenger move inside a mature category.
By reframing convenience through humour and emotional insight, Olivieri stepped back into cultural relevance — and into the nightly dinner conversation.

Case & Videos

https://www.bobsyouruncle.com/work/olivieri