Former Soccer AM host Tim Lovejoy has been named as a new brand ambassador for Giovanni Rana pasta as part of a £2.5m television advertising campaign.
The four-week campaign hit screens on Monday and portrays Lovejoy panicking over the preparation of a meal for a date before enlisting the help of his beautiful Italian neighbour, who prepares Giovanni Rana fresh filled pasta.
At the same time, Rana is launching a new website and running an 11-week nationwide sampling campaign across 60 Sainsbury's and Asda stores.
Rana predicted the activities would increase its market share "among hedonistic urbanites".
"As the winter months draw in, consumers will be looking to get a flavour of the Mediterranean on their plates," said a spokeswoman.
The four-week campaign hit screens on Monday and portrays Lovejoy panicking over the preparation of a meal for a date before enlisting the help of his beautiful Italian neighbour, who prepares Giovanni Rana fresh filled pasta.
At the same time, Rana is launching a new website and running an 11-week nationwide sampling campaign across 60 Sainsbury's and Asda stores.
Rana predicted the activities would increase its market share "among hedonistic urbanites".
"As the winter months draw in, consumers will be looking to get a flavour of the Mediterranean on their plates," said a spokeswoman.
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