All good category captains lead. In this case, Latina Fresh had the lions share of the the fresh pasta category, but the category had reached maturity. It was Latina who knew the potential of their brand and seized the opportunity to connect with a younger audience via a new range of adventurous, modern flavours.
Our challenge was to create something distinctly different, while maintaining a strong connection to the popular core range. Latina yellow was embraced strongly, but it was the contemporary re-expresssion of fresh achieved through the visually stunning aerial photography of real ingredients that captivates and excites at shelf.
Latina's most successful new product launch… ever.