Princes invests six figures in Napolina marketing campaign

Princes has announced a six-figure investment in a national marketing campaign for Napolina, the UK’s largest selling ambient Italian food brand. The campaign, running through October and November, will utilize high-impact out-of-home advertising and YouTube commercials to target modern at-home cooks.

The investment follows a period of growth for the brand, which has seen a 13.7% increase in value over the last two years. Princes reported that its Italian products division saw revenue rise 48.1% to £227.3 million, driven by brands including Napolina and Delverde.

The marketing push includes a YouTube campaign titled ‘Now you’re cooking’ and an out-of-home creative titled ‘Your Bolognese will Thank You’. These efforts aim to capitalize on consumer interest in premium ingredients with trusted provenance. Recent product expansions include new listings for Napolina sauces in Tesco and pasta in Asda, alongside an innovation pipeline featuring flavored oils and new flavor boosters.