Flumeri (AV), October 10, 2024 – What distinguishes high-quality pasta? Consumers are increasingly asking this question and are paying close attention to the characteristics that make a difference. For this reason, Pasta Armando is launching a new commercial that reaffirms an essential product feature for the brand: bronze die-cutting. The message, delivered by Chef Alessandro Borghese – the brand’s ambassador for seven years – is clear: Pasta Armando is bronze-die-cut because “we’ve always liked our pasta rough.”

"The previous commercial, in which we launched the 'La Cura del Grano' platform, highlighted the 100% Italian origin of our supply chain wheat and the Zero Residue of Pesticides and Glyphosate method," says Fabrizio Nucifora, Brand Sales & Marketing Director at De Matteis Agroalimentare SB. "With this new chapter, we decided to focus on the product and its bronze die-cutting, a hallmark of our pasta-making tradition."

With his signature charm and authenticity, Chef Borghese embodies the values of the Irpinian brand, emphasizing the importance of this processing technique, which gives the surface of all Pasta Armando formats a rough and textured finish, perfect for holding sauces. Or, as he says at the end of the commercial, it "li acchiappa!" (translation: "catches them!").

“The bronze die-cutting process is essential to ensure the pasta has a unique texture that holds sauces perfectly. As a chef, it’s a feature I can’t live without,” says Chef Alessandro Borghese. “That’s why I’m proud of my longstanding collaboration with Pasta Armando and to vouch for the excellent quality of their products, which I also use in my restaurants, AB - Il lusso della semplicità, in Milan and Venice.”

The commercial – already airing since September 22 – will hit the peak of its campaign starting October 13 on the main linear TV networks, with spots during news and entertainment programs closely aligned with the target audience. The video strategy includes coverage on YouTube, live during the same period as the TV spots, complemented by Meta with Reels formats to further increase the campaign’s visibility on social media.

“Working for Pasta Armando is always a highly stimulating experience. Giving shape to substance is something that comes naturally to us, and we’ve been doing it together with the brand with enthusiasm and professionalism since 2018,” says Stefania Siani, CEO and CCO of Serviceplan Italia.

Client: De Matteis Agroalimentare SpA

De Matteis Agroalimentare SpA Società Benefit was founded in 1993 in Flumeri (AV), near the main durum wheat cultivation areas of Puglia, Campania, and Basilicata. Thanks to the dedication and passion of the two founding families, De Matteis and Grillo, it is now one of the leading players in the global market for high-quality dry pasta. The company employs over 300 people and exports to more than 50 countries worldwide, with 2023 revenues of €223 million, 80% of which was generated abroad. De Matteis Agroalimentare SpA is one of the few companies in the industry to own a mill directly connected to its pasta factory. Its milling plant, along with the pasta factory, has become a cutting-edge industrial complex over time. The Flumeri (AV) plant, together with the Giano dell’Umbria (PG) facility, achieves an annual production capacity of over 190,000 tons.

Credits:

Agency: Serviceplan Italia

Production Company: AB Normal S.r.l – Eatertainment Company

Media Agency: Mediaplus