BAR WITH A
There’s something truly satisfying about authentic Italian. Fresh ingredients, real honesty. It takes heart and soul to make it well.
And at Ciao Mamma, it’s getting some added Australian flavour – it’s a hands-on, home grown story about Italo-Australian families; the character, the humour and a love of good food.
In Australian homes, having been passed down through the generations, traditional Italian food lives on today. But it’s been reinterpreted, with a uniquely Australian touch – salamis hang in the shed, veggies grow under the Hills Hoist, sauce stored in beer bottles, pasta dried over a broom handle. This beautiful blend of culture is where the magic happens; authentic Italian — the pride, passion, freshness and flavours — in a distinctly Australian setting. Ciao Mamma is recreating it and celebrating it for the new generation.
True to our approach of creating brands that ‘live on’, Ciao Mamma is a story with depth – based on honesty, humour and a healthy dose of self-deprecation. It’s also a family story, and an ambitious story – to create a pasta bar and a brand which celebrates the traditions, the family feasts and the personality behind Italo-Australian cooking.
Underpinning our work – as always – is thorough brand strategy. Over many weeks we worked closely with our client to develop a brand story and positioning which captured the ‘magic’ – the flavours, smells and memories – of a typical Italo-Australian upbringing. And much like the food itself, the brand needed to be traditional, yet modern. It’s a 21st century take on an old favourite.
As any Italian knows, Mamma is at the heart of any good kitchen and her story lies at the heart of the Ciao Mamma brand, and name. Her enthusiasm, spirit and honesty influence the brand over. Beyond naming, the distinctive identity and campaign extensions are used across social media and advertising.
One of the biggest challenges of any brand is to demonstrate value and point of difference. By drawing on and reinterpreting real life family stories of our client – from the fresh ingredients of Uncle Nonno’s suburban garden, to Uncle Vincenzo’s salami and young son Luca’s bottomless stomach – we had the perfect vehicle to expand the story beyond ‘Mamma’ and highlight the fresh ingredients, flavours and depth of cooking expertise on offer.
Like any good food, there’s joy in simplicity – it’s often the most uncomplicated recipes that are the ones that produce a dish of the richest flavour. And with this in mind, we’ve proudly produced a brand based on honesty, character and a healthy dose of humour.
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