Catelli® Pasta and Canada Turn 150 in 2017
To celebrate this shared birthday, Catelli gives the gift of
reuniting families across Canada
TORONTO–(BUSINESS WIRE)–This year, Catelli Pasta and Canada turn 150 years young together.
They share a birthday, a passion for food and an understanding that like
this country, Canadian families have evolved. The definition of ‘family’
has changed. Blended, single-parent and multiethnic families are part of
Canada’s modern mosaic and families extend beyond traditional relatives.
For Canadians today, family means the people they trust, support, love,
and want to spend time with. For 150 years, Catelli has been inspired by
watching Canadian families come together. To celebrate this shared
milestone birthday, Catelli wants to say thank you by giving families
across Canada what they want: the ultimate gift of togetherness.
Desire for Connection:
In today’s fast-paced world,
approximately eight out of ten Canadians wish they could connect in
person with family and friends more often. For those with children this
desire is even more heightened at 88 per cent. Canadians want to reunite
with their family members and the majority know exactly the type of
reunion that appeals to them the most. What two topped the list?
Canadians are split between planned and spontaneous with an annual
gathering (36%) or an impromptu big bash (31%) identified as the two
most desired reunion formats. Yet, according to Canadians, distance
(51%), finances (46%), schedules (45%) and a lack of time (36%) are the
top reasons preventing them from making reunion dreams a reality.
That is until now. To celebrate its shared birthday, Catelli will help
families across the country come together as a thank you for inspiring
them over the years. The Canada-wide Catelli Family Reunion Contest
offers three generous reunion packages (each valued at $10,000) to be
gifted to help families host their own unique and special reunions
complete with a delicious pasta feast served by a celebrity chef. To
enter, Canadians simply log onto www.catelli150.ca
and share why they want to bring their family together. Contest runs
from February 28 to April 4.
“We’ve been inspired by families across Canada for the past 150 years,”
says Claire Labrom, Brand Manager for Catelli Pasta. “Family is why we
do what we do – what motivates us to create wholesome meals Canadians
can connect over. So for us, the best way to celebrate our shared
birthday is to say thank you by reuniting Canadians with the people that
inspire them, just as Canadian families have inspired us.”
Catelli 150th
Anniversary Recipe Collection
The best memories are often
shared over good food. That’s why Catelli talked to Canadians
coast-to-coast to discover what influences their food choices and how
they want to reunite.
A resounding 85 per cent of Canadians want to cook with more fresh,
local or regional ingredients, a figure that jumps to 90 per cent for
parents with children at home. Eating local and fresh scores highest
with Quebecers and British Columbians (88%) followed by Atlantic
Canadians (87%) and Ontarians (86%) in second and third place
respectively.
With Canada turning 150, more than half of families across Canada are
more motivated to celebrate with friends and family this year. When
making a meal for a family get together, slightly more than one third of
Canadians (35%) seek a dish that is ‘guaranteed delicious’ followed
by a ‘tried and true’ recipe (33%).
This key insight from Catelli’s study inspired the Catelli 150th
Anniversary Recipe Collection: a round-up of 12 delicious,
Canadian-based recipes that families can make at home. Created by the
Catelli family network of chefs, foodies, and wellness experts, these
recipes empower everyone to share their love of good food (and good
pasta), with their family and friends during Canada’s milestone
anniversary year.
“As a chef, I love the idea of family reunions, especially when it
combines local tastes and regional specialties,” says Toronto celebrity
Chef, Cory Vitiello. “Developing this recipe collection alongside my
fellow network chefs and foodies has been a special experience, as the
recipes are literally inspired by what Canadians are telling us. This
recipe collection gives families from coast-to-coast the tools they need
to create guaranteed delicious and tried and true recipes made with
favourite regional ingredients they can be proud to serve no matter
where they live.”
Canada: keep on inspiring
“We’ve looked to Canadians for
inspiration for the last 150 years, and that isn’t changing anytime
soon,” says Catelli Pasta’s Labrom. “We know Canadians turn to pasta for
meals that are tasty, wholesome and convenient, but also for a dish that
everyone in the family will eat. By talking to Canadians across the
country, we received unique insight that sparked this very special
anniversary recipe collection, so we can’t wait to hear how it is
received.”
To help launch this milestone campaign, Catelli will also be airing
their Picture Perfect spot that celebrates family life via a
series of vignettes that captures the real moments that families
experience, and the joy that comes with them. The 30-second digital
pre-roll spot will air in English and French Canada.
In addition, Catelli Foods will launch the Catelli Family Reunion
Contest with new 30 and 60-second videos to air in English and
French Canada. A multi-layered communications campaign also includes
extensive public and influencer relations leveraging partnerships with
top Canadian chefs – Cory Vitiello and Martin Juneau, a new 150th
Anniversary Recipe Collection and pasta loving content from the
#CatelliFamilies network of influential foodies and wellness experts. A
partnership with Canada’s number one family magazine, Canadian Living,
and influencer events across the country completes this year of
celebration.
Catelli will also continue to engage Canadians online to share their
love of pasta and learn more about how they enjoy reuniting today.
Canadians are encouraged to join the conversation using #Catelli150.
About Catelli Foods Corporation
Catelli Foods
Corporation is the largest marketer and distributor of pasta and second
largest marketer and distributor of rice in Canada. The company was
founded in Montréal, QC in 1867 by Carlo Onorato Catelli, an Italian
immigrant who began the business by making macaroni and vermicelli by
hand. Now, 150 years later, Catelli® pasta is
ranked the #1 Canadian pasta brand and is the leader in the health and
wellness pasta segment, while Catelli’s Minute Rice® brand is the leader
in the instant rice segment. The operation has grown to include other
well-known pasta and sauce brands such as, Lancia®,
No Yolks®, Olivieri®,
Splendor®, Giovani Panzani®,
Healthy Harvest® and Ronzoni®.
Headquartered in Montréal, Québec, Catelli is part of the Ebro Foods,
S.A. group, a leading Spanish food company. For more information,
visit www.catellifoods.ca.
About the Research Study:
A survey of 1728 Canadians was
completed online between November 28th and December 2nd 2016 using
Leger’s online panel, LegerWeb. A probability sample of the same size
would yield a margin of error of +/-2.4%, 19 times out of 20.
Contacts
Environics Communications
For more information or images:
Candace
Beres, 416-969-2705
cberes@environicspr.com
or
Bristol
James, 416-969-2824
bjames@environicspr.com
