On the occasion of World Pasta Day, Dolmio – a brand of the Mars group – has activated an outdoor advertising campaign in the United Kingdom that seeks to provoke a visual reflection on an everyday gesture: eating pasta without sauce. The pieces, created by the T&P agency and photographed by British realist artist Sophie Harris-Taylor, show different types of pasta presented in a way that resembles parts of the human body, in a graphic analogy that suggests that pasta, without its complement, is literally naked.

The campaign is based on a consumer study in the United Kingdom that reveals that 44% of people consider it “criminal” to eat pasta without sauce and that 50% perceive it as the food with the greatest emotional comfort. The action is complemented with activations on social networks and seeks to reinforce Dolmio’s positioning as a reference brand in the prepared sauces segment.

In addition to the provocative component, the campaign aims to capture the public’s attention with an aesthetic approach that generates a double visual reading. Harris-Taylor, specialized in photography of skin and bodies, has transferred her artistic language to the food field in a series of images designed to generate conversation and virality.

“Pasta is not complete without its inseparable companion: sauce”explained Hana Hutchinson, Brand Director for Europe at Mars Food & Nutrition. “This campaign allows us to remember, in a fun and forceful way, that a good sauce not only improves the dish, but also defines the experience.”

The campaign is active in OOH media in London and Manchester and has been developed by a multidisciplinary team that includes strategy, production, design and social influence. With this action, Dolmio vindicates the power of its product, resorting to creativity as a way to connect with the emotions and habits of the consumer.