Garofalo, the 'premium' pasta of Ebro Foods, has experienced a strong boost in Spain in the last two years, with a rise of 35.9%, consolidating the country as an "important market" for the company and advancing well above the 4% increase recorded for dry pasta consumption in the same period.
In this interval, dry pasta consumption in the Spanish market has reached 245,700 tons in the last twelve months, remaining a regular food on the tables of households. The private label continues to dominate the segment and accounts for around 68.6% of the pasta market, according to data from the consulting firm Nielsen.
"The Spanish market is very important for Garofalo, where we are growing. Traditionally, price has been one of the main factors in the purchasing decisions of Spanish consumers. However, we are witnessing a change in trend," assured Roberta Martinelli, Group Brand Manager of Ebro Foods and Marketing Manager of Garofalo in Spain.
The executive relates this shift to the growing weight of the media, especially digital, social networks, and culinary content creators, who spread new recipes and ways of cooking. "Today there is a growing interest in getting to know the product better, learning how to prepare it, and understanding what differentiates quality pasta," she stated.
In this scenario, Garofalo has launched the campaign "Garofalo is not just any pasta," featuring chef Jordi Cruz, who has five Michelin stars in his restaurants ABaC, Angle, and Atempo, with which it aims to reinforce its differential positioning and question the idea that any type of pasta is valid.
This new communication action seeks to convey that message to the consumer in a "simple, close, and memorable" way, according to the person in charge of Garofalo in Spain.
"With our new campaign, we want to invite the consumer to look at pasta in a different way. Garofalo is not just another pasta, and that's why we needed an idea capable of questioning a widely held belief: that any pasta will do," Martinelli pointed out.