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Ad of the Day: Napolina puts its tinned tomatoes on a pedestal


By Amy Houston | Senior Reporter

September 26, 2023 | 3 min read

The special build takes inspiration from Italy’s love of statues and elevates the store cupboard staple.

Napolina - 01

Napolina OOH ad / Lucky Generals

Napolina has unleashed a mammoth 96-sheet billboard ad with a huge tin of tomatoes proudly on top.

Situated near Elephant and Castle tube station in London, the headline on the special build reads “Not so Humble Ingredients.”

The billboard was created by Lucky Generals in partnership with Wavemaker, ClearChannel, Kinetic and Creative SD.

Danny Hunt, creative director at Lucky Generals, said: “Hadrian, Claudius, Tiberius, Maradona – all loved and adored in Italy. They all have their statues and they all have their plinths. So, we thought it was the tomato’s turn to take its place among the greats. These proud red marvels deserve their turn in the spotlight and for everyone to celebrate their greatness. And, you know, they do make lovely spag bol.”

The activation will be on display until October 6.

Jeremy Gibson, chief marketing officer at Napolina, said: “More and more people are cooking at home now and desire quality ingredients. We know our products are not only high-quality but have the ability to elevate any dish to restaurant standards. If we not-so-humbly say so ourselves. Lucky Generals continues to bring a unique playfulness and entertainment that lets our stand-out products stand out even more.”

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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