These days, it's not enough for a pasta brand to seem authentically Italian. You've also got to prove it.
To that end, Giovanni Rana is kicking off a campaign in which the eponymous pasta maker is inviting people to join him for a special meal in Verona, Italy. The campaign, by The Martin Agency's New York office, includes a competition in which consumers have a chance to win a trip to one of five weekend experiences in Verona during the next year. Guests will get to eat at the home of Mr. Rana, and will be put up at one of his favorite hotels in the city.
The contest is being promoted by several spots in which Mr. Rana explains how he brought his pasta to the attention of America 50 years ago; including dropping some off a boat to a surfer, and smuggling some into a prison.