Dolmio drives awareness of its lasagne sauces

Dolmio is investing in a through-the-line campaign to raise awareness of its Lasagne sauces.

Celebrity presenter Kirstie Allsopp is fronting the campaign, which consists of PR, print ads and the first-ever TV ads for the range’s Lasagne products, featuring the Dolmio puppets and airing from the end of April.

In-store promotional activity will also be taking place during April and May across major retailers.

The ‘Dolmio Homemade Lasagne’ campaign will see the brand encouraging families to cook Lasagne and enjoy meals together. Homemade fan Kirstie Allsopp will give families helpful advice on taking enjoyment from all things homemade and encourage Brits to include Lasagne on the family meal repertoire.

Recipe inspiration and Kirstie’s ideas on how to make homemade items will be available to download from the Dolmio website, www.dolmio.co.uk.

A spokesperson for Dolmio Lasagne says: “Our recent research shows Brits are rediscovering the benefits of homemade cooking, with pasta based meals voted as the homemade dishes they most love to cook. We hope the campaign will demonstrate the versatility of Dolmio Lasagne sauces and drive the meal occasion with consumers.”