Catelli is entering the protein-pasta space with a new campaign that returns to its “Pastaland” world to introduce a 100% plant-based offering.

LG2 and production company Little Giant were enlisted to introduce Catelli’s Protein+ offering through the claymation platform first unveiled in October 2023.

Fifteen- and six-second versions of the spot will be broadcast on TV and supported with digital-video pre-roll and social media through July 5.

“We knew that we’d return to ‘Pastaland’ but wanted to explore a new territory,” Doyle Brown, Catelli’s director of marketing, said in a news release. “A new product innovation like this deserves a bold look and a campaign to support it.”

LG2 also created the product look for Catelli’s first 100% plant-based protein-enriched white-pasta option. The agency appeals to an athletic demographic with textured yellow packaging that aims to stand out from protein offerings from competitors such as Barilla and Chickapea while aligning with Catelli’s brand image.

“This is a great example of creating a unique look for a new product line based on Catelli’s existing packaging system, which we created specifically to be able to accommodate new product offerings such as this,” LG2 VP and executive creative director Ryan Crouchman said in the release. “The result is a concept that captures the energy and strength of the protein category, while still feeling part of the Catelli family.”

LG2 assisted in a 2023 rebrand that reorganized Catelli’s full product lineup in an effort to facilitate better consumer understanding and shelf navigation across its offerings.

OMD handled the media buy and Zeno Group worked on PR for the “Pastanaut” campaign, which includes digital-OOH, connected-TV and social-media activations along with a takeover of Toronto’s Union Station and a partnership with the Edmonton Oilers.