Dolmio's Puppet Family Returns for 40th Anniversary

Bolognese brand Dolmio has celebrated its landmark 40th anniversary by launching its most ambitious marketing campaign in over a decade, with T&P. In a blockbuster move to drive category value, the brand has brought back its legendary puppet family (and strongest distinctive brand asset) as Papa, Mama, Sophia, Carlo, Nina and Nico ask once again, 'When’s Your Dolmio Day?'.

While family life has evolved dramatically over the last 40 years, with busier schedules, varied tastes and added pressure to get mealtimes 'right', Dolmio champions that there is no 'right' way to get dinner on the table - just your way. The Dolmio family’s return serves as a joyful reminder that, however you make it, mealtimes are what bring people together.

Built around the brand platform that audiences may remember, “When’s Your Dolmio Day?”. the latest campaign is a nostalgic celebration that reconnects with families who grew up with Dolmio and introduces the puppets to a new generation.

The multi-million pound 360 campaign spans primetime TV and video-on-demand, with a new TV advert launched on Sunday 16th August on TNT Sports during the FA Community Shield Match. Other activity includes a talent partnership with Giovanna Fletcher, out-of-home advertising, brand-led and influencer social content plus consumer and trade PR. The brand has even launched a real-life 3D steaming Bolognese billboard in Shepherd’s Bush, London. While crucially for trade partners, the campaign is backed by high impact retailer activations and high visibility point-of-sale to drive conversation, conversion and excitement.

Chief growth officer at Mars Food & Nutrition, Matt Graham comments, “This is a monumental milestone for Dolmio, and we haven’t held back. For our 40th anniversary, we wanted to reflect on what makes Dolmio memorable amongst our customers and consumers. A huge part of the brand’s history and distinctiveness lives on in the Dolmio puppets. That’s why it was the perfect time to bring back our beloved puppets in a new campaign that celebrates how mealtimes have changed over the last four decades, while driving conversation and visibility on shelf in a disruptive way.”