100 years of La Molisana pasta
From the pristine lands of Molise came La Molisana Pasta Factory, founded by the Carlone family as an artisanal workshop. Within just a few decades, it cemented itself as a leader in the field of durum wheat pasta production thanks to the excellent quality of its product.
On the occasion of the Rome Exhibition Fair, La Molisana received the First Prize Gran Palma d’Onore and the Gold Medal for the production of excellent pasta.
4 ears of wheat intertwined create the background for the La Molisana name, pure and simple, just like our pasta.
The restyling incorporated the insertion of the feudal coat of arms that came from a combination of the symbols of the province and city of Campobasso. The colours, red and blue, were borrowed from the two oldest Molisan brotherhoods: the Crociati and the Trinitari. Finally, the six towers represent the gateways to the old medieval city.
La Molisana started construction on the Mill just a stone’s throw from the pasta factory, thereby completing the production chain, from the careful selection of only the best wheat to the creation of the finished product. This decision would become even more important in 2011, when the pasta maker would be bought by Gruppo Ferro, millers for over a century.
Official sponsor of FIDAL athletes for the Olympic Games in Barcelona, they chose Gennaro De Napoli - Neapolitan by birth but Milanese by adoption - as their spokesperson. The distance runner was a symbol of fair play, sportsmanship, and how success could be achieved through sacrifice and love for one’s work. As the slogan said, a great example to follow.
The renowned Roman actor starred in a series of adverts created by Luca Manfredi. These were the pasta maker’s golden years, as they decided to opt for a poster boy who was extremely popular, someone with a reassuring yet image.
The Molisan millers, well-known in the milling world as professionals with an excellent work ethic and proven financial stability, focused on taking responsibility for the full production chain of the pasta, in the belief that this competitive advantage - shared by only 10% of companies in the food production industry - was a priceless asset. The Mill and the Pasta Factory worked together to create a synergetic strategy for controlling the entire production cycle: from grain to table.
La Molisana decided to take a new direction, emphasising this moment by renewing the much-loved, historic logo in the interests of ensuring continuity with the past. The company once again proudly represented its region and confidently looked to the future.
La Molisana chose to convey the quality of its product through THE TAILORSHIP OF PASTA, a metaphor that compares excellence in the food production sector to that of an expert tailor. Food and Fashion have always been the bastions of Italian craftsmanship around the world. Thus tailorship became representative of La Molisana, who entrusted the creation of their new corporate campaign to German photographer Dirk Vogel, a man capable of giving the company a fresh, sophisticated new image.
La Molisana launched Square Spaghetti®, replacing the old spaghetti alla chitarra. People liked the new shape and it was a success in terms of sales. La Molisana launched a communication campaign on both traditional and digital channels. The bouffe was born, a new piece of headgear that toured Italy and other countries around the world. Finally, a 30-second advert showed off the company’s signature product.
La Molisana continued its journey of growth, with a rise of 146% showing evidence of the trend (Data: Symphony IRI Group). Despite the critical period, the Molisan Company consolidated its asset and looked to the future with enthusiasm.
Through our line of flours and semolinas, we expressed our cult of wheat, because since 1910 we have been selecting and grinding only the most highly-prized varieties in the world. With a high protein content, traditional stone grinding and no additives whatsoever, this is the quality that we have been guaranteeing for over 100 years.
La Molisana celebrated 100 years of business with a line of special ‘Pastificio Extra di Lusso’ packs in elegant blue paper packaging. After a year of searching through the historical records, brand building agency Dispenser was able to tell the company’s story through unique and distinctive elements such as textured paper, gilded lettering and the sort of lofty language evocative of the Italian tradition of pasta.
A result of the combined expertise of 4 generations, two product lines were carefully crafted so as to satisfy the needs of the restaurant industry, which requires excellent raw materials, reliability in the manufacturing process and versatility of preparation. The Chef’s Collection is the La Molisana range tailor-made for the on-demand restaurant industry. With Commercial Kitchens, La Molisana came onto the restaurant scene with a high-quality, Teflon-die pasta, ensuring quick cooking and sturdiness.
From the inventors of Square Spaghetti® comes a new product which allows consumers to enjoy the exquisite flavour of the most popular spaghetti around with the desire to follow a healthy, balanced diet every day.
A tribute to the founder of Molino Ferro, this high-quality range consists of 11 shapes exclusively created with a blend of carefully-chosen grains. The refined paper package, dominated by red, makes a great impact as it conveys an overall idea of tradition and exclusivity.
A new recipe - one that adds an ever-growing level of attention to the blend of excellent raw materials to an age-old tradition of quality - deserved a new package, one that added value and that was capable of demonstrating just what La Molisana now represents on the Italian pasta scene. A pasta maker that aims for only the highest quality of product, working tirelessly to achieve this goal.