‘Dolmio’ pasta is truly naked without its sauce
This world pasta day, "Dolmio" is launching a bold new campaign that is guaranteed to get the entire nation talking.
Body photographer Sophie Harris-Taylor’s pasta, cheekily depicted as body parts, sends a clear message: pasta is naked without its perfect partner: sauce. And it’s a truth that Brits already live by: 44% say eating plain pasta is a “crime”, while half (50%) consider pasta the ultimate comfort food.
Boldly celebrating the perfect pasta partner, T&P unveils bold visual campaign. The study also revealed the pasta consumption habits, guilty pleasures and food trends that will shape our dinner plates in 2025.
From Gen Z dousing their penne pasta with hot honey, to a growing appetite for miso butter, truffles and even kimchi, Dolmio’s research reveals that pasta is not only staying savory, but is also evolving.
The OOH adverts, which will run alongside social activities in London and Manchester from 24 October, are guaranteed to stop passengers and perhaps even inspire them to have tea tonight.
“Pasta is nothing without its partner in crime – a tasty sauce. This campaign is all about reminding people that a great sauce can really make the dish, via a cheeky and playful creative. And with Dolmio’s wide portfolio there are a range of ways for people to ‘get saucy’ when they need a quick pasta fix , without having to compromise on flavour. It’s not just World Pasta Day – it’s World Pasta Sauce Day!” – said a brand director Hana Hutchinson.
Body photographer Sophie Harris-Taylor commented, “Bodies and skin are a bit of a theme throughout my work, so I was excited to see If I could apply this to a whole new, culinary subject. I loved the tongue in cheek ambition of creating something a bit fun that the public will double take at.”
With this bold move, Dolmio is ensuring that “World Pasta Day” is not just about pasta; it is about sauce, trends and the playful ways Brits like to enjoy their favourite dish.
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