La Famiglia, the renowned garlic bread brand, has launched a new brand platform, 'To Die For', in a bid to reposition garlic bread as an irresistible indulgence regardless of whether or not you're following it up with pasta or pizza.

The move, made in partnership with Connecting Plots, comes in response to research indicating consumers do not see garlic bread as a necessity, but rather as a pairing for Italian cuisine. Despite the brand's garlic bread winning top honours in the Sydney Morning Herald’s ‘Great Australian Supermarket Garlic Bread Taste Test’ in 2021, the company has not seen this translate into growth.

The new brand platform aims to break the association of garlic bread as merely a side to Italian food, a perception exacerbated by La Famiglia’s Italian name and branding. Independent agency Connecting Plots has introduced a mascot willing to risk their life for a taste of Australia's favourite garlic bread to launch the new positioning.

Rose Milan, Head of Portfolio at Goodman Fielder, said, “We know people love our garlic bread, there’s an almost cult-like obsession with it. The challenge we’re facing is lack of top-of-mind awareness and being seen as more than just a side to Italian food. Moving away from this is a critical step in growing our portfolio - showing that it’s a must have regardless of the occasion and cuisine.”

The campaign was developed by Goodman Fielder, with key personnel including Chief Marketing Officer Christine Fung, Head of Portfolio Rose Milan, Portfolio Manager Claire Egan, Brand Activation Manager Charlotte Booth, and Digital Brand Manager Samuel Hoinville.

The creative agency behind the campaign is Connecting Plots, with key personnel including Chief Creative Officer Dave Jansen, Creative Partners Matt Geersen and John Gault, Account Director Alana Spinelli, Strategist Jessica Brackstone, Design Director Blair Palmer, Senior Integrated Producer Rachel Smith Heffernan, and Creative Operations Director Sarah Miller. The stills production company is Louis & Co, with key personnel including Photographer Matt Baker, Producer Luke Della Santa, and Executive Producer Louis Molines. The media agency for the campaign is Initiative.

“Everyone loves La Famiglia garlic bread,” said Geersen, Creative Partner at Connecting Plots. “Even those who probably shouldn’t, like our vampire. He’s a playful representation of just how irresistible the allure of our product is and a unique new angle for La Famiglia that is distinctly, un-Italian. We look forward to doing more with him in the future and building out the brand platform.”