ITALPASTA AIMS CAMPAIGN AT BLACK CANADIANS
By Adnews Staff
Pasta manufacturer Italpasta Ltd. of Brampton, ON has begun a campaign intended to increase recognition of the brand among black Canadian consumers. The campaign was created by L.H. Metropolis Communications of Toronto. The first phase of the campaign began last month. Promotional workers began visiting black communities in the Greater Toronto Area to give away products and ask questions about pasta consumption and brand knowledge. Italpasta has also participated in a number of community events in Toronto. Advertising consisted of a two-week radio campaign on Toronto station Flow 93.5 which began on Aug. 5. In the ad, two women with Jamaican accents discuss Italpasta. An animated version of the ad has been installed at the company's Web site. The URL of this ad will appear in online newsletters Black Habits and Toronto Lime. A second wave of radio advertising over the Labour Day long weekend is also being considered.