CLIENT
Olive Garden
Dave Pickens, Pres.
John Caron, Exec. VP-Mktg.
Mark Censoprano, Sr. VP-Brand Mgmt.
Mark Gonzalez, VP-Consumer Insights
Jodi Sees, Dir.-Consumer Insights
AGENCY
Michele Kay, Exec. VP
Tracey Boden, Exec. VP
Peter Foster, Sr. VP-Group Creative Dir.
Marshall Twinam, VP-Creative Dir.
Adam Seely, Exec. VP-Producer
MediaCom, GroupM
SUMMARY
When the 'Hospitaliano' campaign was developed, Olive Garden was on the verge of going out of business. New competitors were copying the brand outright, and it was being dramatically outspent. The work was designed to create a powerful connection with consumers that would, in turn, stem double-digit declines in sales and resurrect the brand's leagership position in value. Since the campaign was launched, Olive Garden has had ten years of uninterrupted growth, has the strongest emotional connection to consumers in the category and is #1 in value.
