POSITIONING GARLIC BREAD AS AN IRRESISTIBLE INDULGENCE.

Research showed that consumers don’t see garlic bread as a necessity and only consider it as a pairing for Italian cuisine, which isn’t helped by La Famiglia’s Italian name and branding. So we set-out to prove garlic bread could, and should, be on the menu, regardless of the cuisine. To deliver a campaign with bite, and show that no-one can resist its garlicky charms, we introduced the most unlikely of spokespeople - yep, a vampire. An undead mascot willing to risk immortality, all for the delicious taste of Australia's favourite garlic bread. The new brand platform, ‘To Die For’ moves La Famiglia away from its Italian ties and into the space of irresistible indulgence.