Playing on the same idea, Napolina opted for a more quirky approach with the exploding tomato can. It’s still got the dark elegant class of a classic food ad (Ogilvy would be spinning at the amount of reverse type in food ads), with a little extra oomph from the striking image. In case that body copy’s not clear, it ties it back to all the other products, It’s not just our Italian vine-ripened tomatoes that are bursting with flavour… They’ve also got their QR code for the obligatory ‘moving with the times’ edge. Again, solidly doing something tried and tested.