Bellisio Foods Canada promotes Michelina's
Bellisio Foods Canada is conducting an advertising campaign for its Michelina's line of ready-to-eat meals. The campaign, developed by John St. of Toronto, consists of television advertising supported by a Facebook page. The creative features a character called Mama Michelina who urges various people to try the product. "We felt that it was time to take Michelina's in a fresh direction," said John Yen, director of consumer marketing at Bellisio. "We decided to go back to our roots in a way. Our brand is named after the real Italian mama whose recipes inspired our products, and she appears on our pack. So that seemed like a good place to start."