La Famiglia Se Sienta a la Table begins a new stage of communication after its recent name change. The restaurant chain, previously known as The Mafia Sits at the Table, has launched its first national campaign under the new name, an action developed by Pavlov – a creative agency integrated into IKI Group and belonging to Squirrel – that seeks to consolidate the emotional territory of the brand after its rebranding process.
The campaign is articulated under the claim “The family you choose” and focuses on the ties that are built beyond the blood family. Creativity vindicates friends, colleagues and close circles as spaces of belonging and shared enjoyment, thus connecting with the philosophy that the company has wanted to preserve in its new identity: the table as a place of meeting, celebration and personal connection.
The launch occurs weeks after the company announced its name change to La Famiglia Se Sienta a la Mesa, following the approval by the Spanish Patent and Trademark Office of the trademark invalidity request promoted by the Italian Embassy. The decision marked the closing of a stage marked by controversy around the old name and opened a new phase aimed at reinforcing the brand’s positioning around the idea of familiarity, belonging and shared experience.
The launch comes weeks after the company announced its name change
The brand had already explained then that the change did not respond solely to the administrative context, but to a strategic reflection initiated more than a year earlier. The new name, according to the company, maintains the essence built over more than two decades, but allows it to express its original purpose more clearly. Now, the first national campaign under the new name functions as the advertising translation of that intention.
“We wanted a campaign capable of transmitting everything that defines La Famiglia beyond enjoying our food inspired by Italy: the way in which people live and celebrate in our restaurants, and make each meeting a special moment”said Javier Floristán, CEO of the company. “Family is not just blood and Pavlov has understood that emotional idea of the brand and has taken it to a current and relatable language.”
The campaign has two 20-second versions for television and its deployment will also include radio, outdoor advertising, digital channels and social networks, in what is the first mass communication action at the national level for the chain.
In the pieces, each character brings a different energy to the group, reinforcing the idea that the chosen family is built from diversity, affinity and coexistence between different personalities. Food appears as a uniting element, but the campaign avoids relying solely on the product to place the focus on the social experience that is generated around the restaurant.
“This campaign represents a very relevant step in the evolution of the brand, since it is the first time that we undertake a mass communication action at the national level”stated Javier Monge, Director of Marketing and Communication at La Famiglia Se Sienta a la Mesa. “The challenge was to translate our essence into an advertising language capable of connecting with very diverse audiences without losing authenticity.”
With this action, Pavlov builds a communication territory oriented to an urban and social audience, with emotional and cultural codes close to the brand’s audience. The objective is to reinforce the experiential dimension of La Famiglia Se Sienta a la Mesa and present the brand as a space for everyday encounters with an emotional charge. “We were interested in building a campaign that spoke less about restoration and more about human connection”explained Ferran Clari, Managing Director of Pavlov.
The campaign represents, therefore, a relevant movement in the construction of the company’s new public identity. After a name change conditioned by an administrative process and a long-standing institutional controversy, La Famiglia Se Sienta a la Mesa seeks to shift the conversation towards its value proposition. The company also aims to complete the implementation of the new name in its restaurants during the summer, with a progressive adaptation of the visual identity and the different brand assets.
