Catelli ad celebrates the imperfections of family life

'Picture Perfect' marks the first ever television commercial from Environics

Real life in Canadian families is not always as perfect as the idealized image that’s often depicted on social media, a new TV spot by Catelli Foods shows.

It’s the first TV spot ever created by Environics Communications.

Called “Picture Perfect,” the ad is available in 15 and 30-second versions for TV and a 60-second version for online, all of which show families preparing or eating meals with Catelli pasta.

The extended 60-second version begins with photos on social media of happy families and captions like “I wish my life was like yours” and “Your family is soooo perfect.” It then shows family vignettes like a mother arguing with her daughter about how she’s dressed, and a son who brings his new boyfriend to dinner to the initial disagreement of his father. All the vignettes end happily.

“Is any family really picture perfect? Real families are feuds and arguments, denial and acceptance, disappointment and joy,” the ad notes. “So let’s just be happy with who we are,” it concludes, with the line Catelli pasta is “for families with a healthy outlook.”

“What we’re trying to do is show real life moments – a more genuine depiction of families, so it showcases those moments everyone’s been through,” says Doyle Brown, senior brand manager at Catelli Foods.

“In this day and age with social media, I think there’s a lot of pressure on people to have this perfect family. So I think what we’re trying to do is just showcase that people come in all different shapes and sizes and there’s a lot of diversity. We wanted to just have a more realistic depiction of families.”

The ad also aims to show the role Catelli’s line of healthy pastas (Smart, Healthy Harvest and gluten free) plays in people’s daily lives, he says. “The spot is really about showcasing pasta as a quick easy versatile food. It’s really to show Canadians are moving away from that view that this is being just an Italian meal.”

The TV spots are airing in English and French until mid-March, and again from mid-April to mid-May on several networks and specialty channels.

Brown says Catelli conducted research last summer that found consumers place their priorities on taste and family enjoyment when they buy.

“When there is a marked health message, consumers feel they are making sacrifices in terms of taste.” That’s why the ad depicts the lineup of healthy options as something that the whole family will enjoy.

Catelli has also has teamed up with Canadian chefs (Cory Vitiello, Martin Juneau and Michael Allemeier) and foodies to provide a number of pasta recipes on its website. A video series featuring the chefs will also be posted online.

The website has been redesigned to make it more intuitive and easier to navigate – and consumers looking for a recipe can choose by cut of pasta, lifestyle and occasion, Brown says.

Aside from developing the TV spot, Environics Communications is handling a year-long PR and influencer relations campaign. BAM Strategy is overseeing all digital activities and Clear Media handled the media buy.


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