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.

Whilst our entire category tried to win on ‘Italianness’, we pivoted and positioned the brand as the most comforting around — a brand that could help the nation Feel Bella at a time when the UK was struggling more than ever. This new direction has seen us transform every touchpoint of the business - from comms to in store experience.

-Grew bookings x4 above average
-Over 7,000 landing page views
-2M impressions