Bella Italia’s consideration, appeal and restaurant visits had reached record lows. Our challenge was clear. We needed to revitalise the brand by changing perceptions around it. Simply, we needed the great British public to feel different about Bella.

From a cost of living crisis to post Brexit decline, daily life had never been uncomfortable for Bella Italia's UK customers.

Whilst our entire category tried to win on ‘Italianness’ we pivoted and positioned the brand as the most comforting around. A brand full of comforting food & environments, that is on a mission to make the nation feel better.