Festival of Nonna
A celebration of food, love and family
Problem:
Sandhurst are the real deal — family run, daily long-table lunches on site, old family recipes.
When starting out, however, the Italian side was hidden, even behind an English name.
Brief:
It was time to lean into their Italian heritage and beginnings. An ad campaign was requested.
Thinking:
A nice little ad campaign wouldn’t cut it. It had to be genuine, heartfelt and very very Italian.
Solution:
To explore the Italian heritage of Sandhurst Fine Foods we launched a festival celebrating the secret weapon behind all great Italian chefs: Nonna. We created a pop up restaurant with four top Italian chefs and their Nonnas.
The festival sold out in two days, served 3500 dishes, sank 1500 litres of wine, taught hundreds how to cook — while also entertaining Nonna fans across the country.
The festival has continued annually in Melbourne and Sydney.
Meet our chefs and Nonnas...
Our roof-top restaurant sold out in days
Brand ads - print
The sentimental values from Festival of Nonna now lead the overall brand...
CONTRIBUTION:
Concepting
Overseeing location revamp and shoots
Roll out of idea across multiple channels
Copy for radio scripts, print ads, workshops, recipes, interviews
Agency: Special Group Sydney
Creatives: Kate Holdsworth & Dan Jones
Event management: Alfred
Film: Milkmoney