Bella Italia unveils new brand positioning ‘Feel Bella”

The aim is to position the brand as ‘soothing and delicious’.

The UK-based restaurant chain Bella Italia has launched a new national brand campaign called ‘Feel Bella’.
 
The new brand platform will run nationally across out of home advertising channels and across social media.
 
The campaign aims to challenge a category that often focuses on ‘Italianness’ and gives the brand a more relevant role in culture by positioning Bella Italia as a soothing and delicious antidote to stress. 
 
The bold yet playful campaign features real people being soothed by giant-sized menu items from Bella Italia, such as creamy Gelato and Sourdough Pizzas.
 
“We have always been masters at creating great quality, comforting food that helps anyone feel a little better when they dine with us. Our new campaign brings this truth to life like never before, in a brilliantly bold & joyful manner,” Bella Italia Marketing Director, Megan Trimble, said.

Bella Italia has 70 restaurants in the UK and is part of The Big Table Group.