Now You’re Cooking With Napolina

This is the first work for the brand from Pablo

By Creative Salon

02 October 2026

Napolina, the UK’s leading Italian cooking brand, is launching a new campaign platform with agency Pablo: Now You’re Cooking. The launch is the first work from Pablo following the brand’s appointment of the agency earlier this year.

The central premise of the campaign is that if you choose the right ingredients, the rest is easy. Life is hectic and hard enough as it is, without home cooking adding to our mental load. As a brand with deep roots in Naples, Napolina believe cooking - and eating - should be an enjoyable part of our day. And their quality Italian ingredients are a great place to start.

In the launch spots, a hapless home cook struggles with everything from the financial jargon a dinner guest is spouting, to the baffling parking restrictions on his street, to an over-complimentary AI chatbot. But one thing he does know is his tomatoes. So, whatever else is going wrong in his day, at least with Napolina he’s able to deliver a delicious spag bol every time.

The campaign deliberately swerves the romanticised Italian landscapes and focus on heritage that are often favoured in this category. Instead, the focus is on the people who use the products, anchored in British households with British humour.

The TV ads were directed by Craig Ainsley at Arts & Sciences.

The campaign will roll out in October, with more work to follow in 2027 across channels such as TV, VOD, Digital & OOH.

Nikki Comiskey, Head of Brand at Napolina, said: "We're thrilled to be rolling out this new campaign with Pablo, kicking off a new wave of investment in the Napolina brand. We knew we wanted a genuinely distinctive, ownable way to land the quality of our products. This campaign delivers that, with highly relatable British humour - and our tomatoes look absolutely delicious, of course!"

Dan Watts, Chief Creative Officer at Pablo, said: “It’s been a delicious, tomato based joy for us to work on this campaign with Napolina. As someone who often fails in life it’s great to know that I’m doing one thing right when it comes to making pasta. We look forward to cooking up more work very soon.”