Giovanni Rana

Giovanni Rana is an Italian chef and businessman. He is the creator of a line of Italian food products marketed under the Giovanni Rana brand name.

Rana has been described as "a national treasure and major celebrity" in Italy. [ [http://www.talkingretail.com/products/9257/Giovanni-Rana-fresh-pasta-in-r.ehtml Giovanni Rana fresh pasta in renewed TV advertising drive] 2008-04-08. Accessed 2008-04-10.]

His company began in 1961 when Rana started making tortellini in the Italian village of San Giovanni Lupatoto, near Verona. The pasta was initially made by hand, but with increasing demand Rana switched to machine-made pasta in 1968. In the 1980s, the Rana brand expanded throughout all of Italy. Today, Rana describes his company as "the unchallenged leader in the European fresh pasta market." [Giovanni Rana, " [http://www.giovanniranausa.com/About/AboutPastaficioRana2.php About My Company] ," giovanniranausa.com. Accessed 2008-04-10.]

However, Rana owes its reputation of a groundbreaking, but not too much advertising campaign, began in the early 1990, based on the personification of the producer, in an attempt to reassure consumers on the authenticity of its products; idea in any case not new, since there were already earlier, such as Gancia or Clement Ciccarelli with his toothpaste Pasta del Capitano, Cesare Ragazzi with his "I have a wonderful idea on the head" or Renzo Valsecchi, who was selling mattresses himself on TV, and had a shop just in San Giovanni Lupatoto, same territory where it operated the furniture Centomo which in turn had advertising so "strange", interpreted by its holder, who found space on national newspapers. In many Whirls of the Sixties also provides an opportunity to see some business owners as a testimonial.

In the case of Giovanni Rana, however, notes the considerable advertising expenditure, which allows more passes and more notoriety. Initially Rana did not believe in advertising, so that in 1983 was aired only one spot on local broadcaster of Verona, named Telenuovo. He was convinced to switch nationally television by the small agency "IL VOLO " of Verona and Rana’s wife, Maria Laura Murari, who occupied in the first person in advertising in the Rana industry. The first spot was designed and manufactured by the movie director Mauro Vittorio Quattrina and shot by Pratesi, in Pienza (Toscana). The Head line was: "For the lifestyle of today, a great tradition of goodness"

The creative and movie director Mauro Vittorio Quattrina tells, Rana preferred to invest in sheds rather than in advertising, but that his wife Laura was the most enthusiastic. It also recounts an anecdote: During the shooting of the first spot, the agency propose at Giovanni Rana to being him the testimonial of his product" for the next spot, much to submit a story board on the new idea, (1986 Art & copy Mauro Quattrina story board designer Elena Fattorelli), but Rana said: "No, because I have the kilos more I would not want people to think that the tortellini are fat."

The small campaign based on Mauro vittorio Quattrina idea, on Mediaset, had success and Rana grew in sales. But Rana, despite the success of the campaign, changed the small agency, which we can say that IL VOLO Agency is the moral "father”of the invention of Rana testimonial, who after two years became the testimonial of himself. The same Rana says at least three different versions, in its interviews, about "his" idea of becoming testimonial, among which one of them says he saw a man who was advertising his chickens in the United States, the other that has inspired , "A night", on Ciccarelli idea... television critic Aldo Grasso write: "The great dream of Giovanni Rana is this: can afford to move on national TV his face from local TV" (TV undeclared, p. 31).Giovanni Rana not currently holds more executive positions within the family, having sold progressively in the direction of the same to his son Gianluca.

Retrieved from "http://it.wikipedia.org/wiki/Giovanni_Rana"

Retrieved from "http://it.wikipedia.org/wiki/Giovanni_Rana"

He was famously pranked on an italian tv show. Poor Mr Rana was trapped in a "brothel with no exit" for over an hour...being chased by a priest and a blind man. The show was a massive ratings winner. The aged Mr Rana looked confused and irritated.

References

External links

* [http://www.giovanniranausa.com/ Giovanni Rana's U.S. Web Site]