Privately owned and operated Italpasta Ltd, Canada’s largest pasta manufacturer, has launched a new marketing campaign to have more brand recognition with the Black Canadian consumer.
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Since 1 July, the Brampton, Ontario-based firm has placed street teams in various high trafficked local Black Canadian communities to do product giveaways and ask various questions to pedestrians on their pasta consumption and brand knowledge.
“It is essential that we introduce to and are known by all consumers,” says Joseph Vitale, CEO and founder of Italpasta: “As the cornerstone of our business being in pasta which is traditionally considered a staple part of Italian diet, we are honoured that other cultures embrace pasta and make it a part of their diet and we have now seen good evidence of this in our sales growth in regions like the Caribbean.”
After strategically choosing and participating in various events within the local Toronto Caribbean and Black Canadian community (Jamaica Day, Caribana…) over the last month, Italpasta has also moved ahead with a two week Caribbean radio advert on Flow 93.5.
L.H. Metropolis Communications marketing team created the radio ad to reflect the familiar sounding advertisements that would play back in the Caribbean islands. The ad will air exclusively on Flow 93.5, 5-16 August and on JBC (Jamaica Broadcast Corporation) in Jamaica during the Fall 2002.
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