Catelli Healthy Harvest
From Natural Sauce to Natural Wonder
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Catelli Healthy Harvest TV Spot
Catelli Healthy Harvest: The Natural Pasta Sauce That Became a Breakout Hit
Client Category
Food & Beverage · CPG · Pasta Sauce
Services Provided
Brand Strategy · Positioning · Messaging · Campaign Creative · TV & Video · Digital · Social · Research · Media
Business Challenge
Healthy Harvest was Catelli’s first-ever entry into pasta sauce — a brand new product line in one of grocery’s most competitive, promotion-heavy categories.
Established sauce players owned habits, shelf space, and shopper shortcuts. We weren’t just introducing a new flavour; we were asking consumers to add a completely new brand to an already crowded mental list.
To win, Healthy Harvest couldn’t feel like a line extension.
It had to feel like a better way to do pasta night.
Strategic Insight
Consumers weren’t looking for another “Italian-style” jar.
They were looking for a sauce that felt as real and wholesome as the meals they wanted to serve.
Healthy Harvest had a powerful truth on its side: a field-forward, naturally positioned recipe story that could credibly bridge health, taste, and simplicity in a way mainstream sauces couldn’t.
The opportunity:
Make Catelli’s first sauce feel less like a launch and more like the missing piece in the Healthy Harvest world.
Creative Solution
We built a sauce brand rooted in realness and origin:
- Positioning Healthy Harvest as the natural choice for families wanting a better, more honest jar on the table
- Visual identity that brought fields and freshness into the pasta-sauce aisle
- Messaging that linked natural ingredients and Catelli’s existing equity in better-for-you carbs to a richer, more complete meal
In communications, we showed Healthy Harvest as the sauce that completed the story:
better pasta + better sauce = a meal you feel good about serving.
Results
- Exceeded annual sales target within the first 16 weeks
- All SKUs ranked Top 20 in Quebec
- 14.5% repeat rate vs. 8% category benchmark
- Outperformed sales forecasts every quarter following launch
Catelli’s first move into pasta sauce didn’t just land — it over-delivered.
Category Takeaway
When you enter a mature category, you can’t win by shouting “new.”
You win by showing how your product completes a better story in consumers’ lives.
Healthy Harvest turned Catelli’s first sauce from a line extension into a breakout brand — and proved that when natural feels genuinely nourishing, shoppers don’t just try it.
They come back.