Al Dente Pasta

Real Eggs + Real Ingredients = Real Pasta. Al Dente is Pasta Done Right.

Strategy
Branding
Package Design
Campaign
Social
Photography
Website

Scope

Brooke Mandella - Creative Director
Eric Mayse  - Senior Copywriter
Jen Peretz  - Copywriter
Garrett Baumer  - Senior Content Creator/Photographer
V Sidaugaite  - Digital Content Manager

Creative Team

Al Dente Pasta Company has been crafting artisan pasta since 1981. After 40 years of word-of-mouth success, new ownership brought me on to reinvigorate the aging brand. The opportunity was significant, and so was the work required.

Client Overview

Al dente

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Popskull Agency

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Al dente - Popskull Agency - 

My team and I started with a full discovery engagement: market research, competitive analysis, consumer insight gathering, and a deep brand audit. What my team and I found was a product that was genuinely superior, the kind of quality that earns loyal customers for life, wrapped in a brand that wasn't doing it justice.

The challenge

My team and I developed new brand positioning around “Real Pasta Done Right,” created a clear and compelling brand story, and led a full branding and packaging refresh. From there, my team and I architected and launched a full ecommerce system on Shopify, built and activated paid media campaigns across Meta and Google, established an always-on social program across Facebook, Instagram, and TikTok, and launched a B2B and B2C email marketing strategy. Every channel was built to work together as a single, measurable growth system.

The solution

The results

The rebrand drove Al Dente's highest new customer acquisition month on record.

year-over-year increase in returning customers

150%

return on every dollar spent acquiring a new customer

3x+

That retail launch playbook is now being applied to new grocery partnerships across the country.