Bread Brand D’Italiano Invites Canadians to Soak Up Every Drop

D’Italiano has always been about big bread and being bold. Now, the brand is taking that philosophy to new heights with its new brand campaign.

Its new hero spot, which takes visual inspiration from Renaissance paintings, dramatizes an inviting yet warmly chaotic family gathering with D’Italiano bread, buns and its new D’Italiano with Gusto! bagels along for the ride. Food occasionally finds its way to the floor (to the delight of the family dog), spills are plentiful, and technology wreaks havoc, but there’s no stopping the dinner guests from enjoying the bountiful meal, as seen in the final slow-mo shot in which a piece of D’Italiano bread sops up a hearty red sauce.

The new D’Italiano spot ushers in the brand’s new platform, 'Do It Big'. As the brand known for crafting substantial and thick sliced Italian-style bread, the new platform is intended to evoke big energy, big families, and big meals.

"We wanted something that could encapsulate the big, modern Italian energy that D’Italiano stands for among consumers and sets it apart from the rest. 'Do It Big' is a representation of what the brand does best in size, abundance, flavour and passion.” says Angela McInenly, head of marketing and brand development at Wonderbrands.

The brand’s new 'Soak It All In' spot serves as a double entendre: an analogy for living life and making the most of every moment, and the obvious notion of sopping up a big plate of sauce with the robust bread, buns and bagels.

“We wanted to launch a new platform for D’Italiano that stayed true to their bold, over the top essence. D’Italiano is made for big hearty meals and we wanted our campaign to tap into that,” said Geoff Ballie, creative director at Rethink.

Zach Bautista partner, creative director at Rethink adds “The goal was to make every frame feel like a renaissance tableau, with a strong focus on lighting and composition. By elevating a chaotic family dinner to artistic and picturesque, we were able to replicate what D’Italiano products can bring to a meal.”

In tandem with its new brand platform, D’Italiano has introduced D’Italiano with Gusto! Bagels to its premium sub-brand Gusto! The freshly baked New York-style bagels come in three elevated flavors - Everything & Herbs, Black & White Sesame, and Original, and are 20% bigger than the leading national brand. (Comparison to top selling brand based on AC Nielsen sales data, 52 week period for 2023). 

The campaign is brought to life with both video and still assets, supported by TV, OLV, social and digital elements, as well as a robust OOH buy across Toronto, Montreal and Vancouver, including a Yonge and Dundas and Union Station takeover.

Creative, strategy and PR were handled by Rethink. Media was handled by Society Etc.