RADIUS RETAINED BY PANZANI FOR CANADIAN LAUNCH
By Adnews Staff
Montreal-based Radius Advertising + Design has been hired by Panzani to launch the Giovanni Panzani Italian pasta line in Canada. Panzani is based in Lyon, France. The products began rolling out in Quebec in mid-June. Distribution will be expanded in 2004. The company chose Radius to handle the Canadian launch based on referrals, according to agency president Serge Gravel. Radius has already developed the tagline, "Des pâtes tellement bonnes qu'on les mangerait sans sauce" (Pasta so good you would eat it without sauce), and adapted the packaging for the Canadian market. The agency has also created in-stores displays, communications kits for grocery managers and recipe cards. Advertising is planned, but no details are currently available.