BSSP Unveils First Michael Angelo's Campaign

Italian frozen food brand Michael Angelo’s is paying tribute to the company's founding muse under its first advertising campaign from new agency Butler, Shine, Stern & Partners (BSSP).

Three digital films showcase Grandma “Nonna” Foti, whose recipes inspired her Granddaughter Sara and Great-Grandson Michael Angelo, to found the gourmet Italian food brand. She uses the word “no” as a badge of honor, underscoring how its products say no to sub-par ingredients, preservatives, fillers and more. The tagline for the advertising is “It tastes good to say no."

Have a look here.

The ads first launched on digital channels in December and will expand into an integrated social campaign and a revised website that will launch in early 2018.



Previously creative messaging by AMP Agency supported the frozen food's “Simple, Honest, Pure” brand pillars via digital media, OOH, and in-store.

Last February, private equity shop Advent International acquired Michael Angelo's to become part of Sovos Brands, its new food and beverage portfolio that consists of "one-of-a-kind brands" to establish a scale player in the consumer packaged goods (CPG) industry.
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