Buon appetito
Company founder Giovanni Rana personally promotes his pasta in the U.S.
The story of Rana begins in Verona in 1962. As more and more women were working and therefore lacked the time to make the elaborate pasta, Giovanni Rana had a brilliant idea: he made ravioli & co. by hand and distributed them to households by moped. Until 1968, tortellini were still made by hand.
Today, Rana is Europe's largest producer of fresh pasta. With an annual turnover of several hundred million euros. Giovanni Rana is now Chairman of the Board of Directors and has handed over the operational business to his son.
Nevertheless, he is still at the forefront - namely when it comes to advertising. And when it comes to giving his pasta empire a likeable face full of character. That's why he appears in the current US campaign himself. He does this so convincingly that he could be mistaken for an actor. But he is not.
The promoted competition is about Rana inviting lucky Americans to his home in Verona for dinner. Because this is easier for him than delivering each portion to the Americans himself, as he used to do. The campaign was realized by The Martin Agency. Buon appetito! (hae)
