Creamette had been a mainstay pasta choice in the Midwest for generations but had lost its way. The brand’s longevity was working against it—it had begun to be considered “old-fashioned.” Our strategy was to tap into that brand nostalgia, but update it for a current Midwestern audience whose regional pride has become paramount.
We built a campaign based on quintessential Midwestern culture. From surviving the seasons to quirky crafting to unexpected greetings, our campaign leveraged these cultural touchpoints and aligned them with midwestern pasta meals—and our audience ate it up.
