In a bid to further boost its impressive position in the nation’s pasta market, Dangote Pasta, on Monday, unveiled a new marketing communications campaign,lauding the products’ essence and the multi benefits inherent in them.

The 45-second commercial, which has its setting on a picnic ground, is rendered in form of a riddle. A riddle is thrown in a song form to the group of children, that form a circle around the narrator. Interestingly, each riddle reminds a child in the group of his or her experience with the brand.

Explaining the rationale behind the campaign, the General Manager, Sales and Marketing, Dangote Pasta, Yahaya Fufore, stated that it had become imperative for the company to stress the vitamins characteristics of its Sphagetti and Macaroni, adding that  the new TVC was an effort at capturing the ten vitamins in the company’s pasta.

‘It has become necessary to emphasise this because the vitamins in these pasta products make them a complete meal. Gone are those days when consumers believed the pasta meals must be complemented with other food. It can be taken as a whole meal and we believe consumers out there should know’, he stated.

He stated that the campaign which would be pan-African, would be on the television and radio in the nation’s major languages, in addition to the English language.

Reviewing the 45 second commercials, the Chief Executive Officer of  Hi-Concept, producer of the campaign, Mr Owens Nogieru, noted that the campaign derived its uniqueness from its riddle form.

The campaign, he explained, discusses the shapes and sizes of Dangote Pasta and their inherent benefits.

‘The functional and emotional benefits of the brand are the focus here. It is to emphasise the products’ shapes and sizes and it is a whole meal meant for the family,’ he stated.

In his remarks, the Managing Director and Chief Executive Officer of the company, Chief Oladeinde Brown, expressed the company’s determination to continually meet the needs of its consumers.

He explained that the ten vitamins in the company’s products were highly beneficial to the growing children and the elderly since they help in sustaining body structure.

The company’s boss also expressed the company’s determination to produce nine million cartons of pasta this year and intensify its export drive to neighbouring countries.