Napolina, the UK’s largest selling ambient Italian food brand, has announced a major six-figure ATL investment to further bolster its strong market growth.
The much-loved brand is seeking to capitalise on recent successes with a high-impact national OOH and YouTube advertising campaign, running throughout October and November, as it aims to bring a taste of Italy to more British tables.
The launch is set to support Napolina’s upward trajectory in recent years, with growth of 13.7% over the last two years in value. As shoppers increasingly seek authentic ingredients with trusted provenance, Napolina continues to earn consumer confidence through its commitment to quality. Rooted in Italy’s rich culinary heritage, the brand’s focus on premium ingredients and meaningful innovation has helped drive growth ahead of the wider market.
Napolina is shifting its investment towards high-impact advertising. With YouTube now the second most-watched service in the UK, behind the BBC and ahead of ITV, this will enable the brand to connect with modern, at-home cooks at crucial moments throughout their shopping journey.
Napolina’s award-winning ‘Your Bolognaise will Thank You’ creative will take centre stage across OOH, putting the chopped tomato can firmly – and rightly so – in the spotlight. The creative highlights the importance of the humble, tinned tomato, emphasising that quality is the secret to elevating everyday dinners. The campaign champions the idea that all great Italian meals start with great tomatoes.
YouTube will premiere a brand-new concept that heroes at-home cooks with ‘Now you’re cooking’. The humorous, light-hearted creative aims to celebrate the enthusiasm and ambition of Britain’s home cooks. Napolina’s new advert follows a confident, at-home chef as he passionately demonstrates how to make the perfect spag bol and why choosing the right tomato is so crucial. The story takes an unexpected twist as his car is towed away and we see that his culinary expertise does not extend to parking restrictions, proving that the best cooks can’t be experts at everything.
The OOH investment will target high-footfall locations including UK train stations Liverpool Central, Liverpool Lime Street, Manchester Piccadilly, Kings Cross and Birmingham New Street as well as roadside large formats at Fulham Broadway, Hammersmith Broadway, Gypsy Corner, Trinity Way and Grand Central Birmingham.
Additionally, D48 billboards will be in proximity to local stockists such as Liverpool’s Stanley Road, near the Sainsbury’s on Great Homer Street, and Prescot Road near the Tesco.
Running throughout October and November 2026, the adverts reinforce Napolina as the go-to choice for shoppers seeking quality Italian ingredients they know and trust, as consumers continue to prioritise authenticity and provenance.
Jeremy Gibson, marketing director at Princes Group PLC, commented: “Napolina’s continued growth reflects the increasing demand for trusted, authentic Italian brands in the UK, which is testament to our not so humble confidence and the momentum we’ve built. This six-figure investment into the brand, across a two-year period, represents a significant milestone for us. After three years without significant ATL support, we’re demonstrating our commitment to Napolina, our retail partners, and crucially, to our consumers by making a bold statement about our ambitions.
“Our target audience of passionate at-home chefs are increasingly turning to platforms like YouTube for food inspiration, recipe ideas and cooking tips. By focusing purely on high-impact OOH and YouTube, instead of traditional TV, we’re reaching home cooks exactly where they are, with a campaign that celebrates the joy and creativity of cooking with Napolina.”
Napolina is continuing to invest and innovate across the range, reflected in its newly launched Pasta Stir-Ins, which offers an alternative to traditional pasta sauce. Available in four flavours, they can be effortlessly stirred through cooked, hot pasta including plain and filled varieties.
