With a strong working relationship and consistent delivery of high quality work for Hey Bianca since 2019 and the launch of Hey Antonella's pasta takeaway service in 2020, Lexicon were briefed on a new venture for the brand in the spring of 2021.
From the initial business model of takeaway pasta, Hey Antonella looked to do a complete 180 – create at-home pasta kits with Antonella's homemade pasta and sauces.
During the mid-year snap 7-day lockdown, they trialled the new model and saw success; now it became our task to take a short trial and expand it into a new business model launch.
The brand message of authentic, real Italian pasta hasn't changed, but the delivery to the consumer has.
This time, the message was simple: showcase the 'no bullsh*t' authenticity behind the Hey Antonella brand, and offer homemade pasta to your door as an everyday luxury.
With a short turn-around time, Lexicon delivered an extensive scope of digital copy with an overhaul of the Hey Antonella website copy and menu descriptions, eDM copy including pre and post launch, social media captions for Hey Antonella and Hey Bianca, text message marketing, and push notifications, to name a few.
With almost no revisions on the initial copy, the Hey Antonella at-home pasta kits had a successful launch week on Monday 11 October 2021. We continue to work with the team on all their digital copy across both businesses.
The success of our relationship begins with Hey Bianca. Read the full case study here.