Italian heritage producer selects award-winning agency to promote Garofalo and San Marzano brands in Canada

Strategic Objectives (SO), Canada’s most award-winning public relations agency, is proud to partner with food importer and distributor, Martelli Foods, to promote two of its most prestigious products: Pasta Garofalo and Martelli San Marzano Tomatoes (DOP). The ‘IABC Global Mid-sized PR Agency of the Year 2023’ will produce creative consumer PR campaigns alongside long-time partner, My Marketing Department.

The Garofalo legacy began in 1789, when, by Royal Decree of “The Kingdom of Naples”, Signore Lucio Garofalo, was granted the first permit for the production and sale of the highest quality pasta using a bronze die cut. Bronze die cuts originated in the 1700’s — long before today’s alternatives of Teflon and plastic — and are the traditional way to extrude and cut pasta dough. Garofalo still uses bronze die cuts to ensure a slightly rough and porous surface that holds sauce better, resulting in fuller flavour with every mouthful.

Martelli’s San Marzano Tomatoes are also regally known as the ‘Queen’ of tomatoes for their DOP (Protected Designation of Origin) status. The highly sought after tomato is perhaps most notable in Neapolitan style pizzas and pasta sauces. Its orange-red velvet texture is the signature of its class. To receive the certification, tomato farmers must follow specific guidelines, including that the seeds used must be traceable back to the original strain of the San Marzano tomato.

“Italian food is one of Canada’s favourite cuisines,” says Adriana Lurz, president and partner, Strategic Objectives, “however many Canadians don’t realize that all products are not created equal. We’re thrilled to help Martelli share its stories of family heritage, certification, and innovation. Its products are key to ensuring the quality, taste, and texture of Italian recipes and we’re proud to help Canadians achieve the authentic taste of Italy at home through imaginative PR moments.”

The Martelli Foods collaboration is Strategic Objectives’ latest venture with My Marketing Department. The companies have worked together for several years promoting fellow Italian heritage brand, Loacker, which produces the finest quality wafers.

“When I had the opportunity to work with Martelli, my immediate thought was to bring Strategic Objectives into the fold,” says Tony Angelucci, CEO, My Marketing Department. “The team consistently delivers creative strategies and storytelling that achieves outstanding media and influencer results. I look forward to championing the best of Italy alongside them.”