O Sole Mio Performs Live from Your Kitchen in New Pasta Campaign

Oct. 02, 2026

Having recently redesigned the brand’s visual identity and packaging across over 80 products, Pigeon Brands has now created the advertising campaign to launch it, built around the idea that O Sole Mio pasta is so good, you can’t help but sing about it, transforming an everyday family dinner into a playful performance without ever losing sight of the food at the centre of it.

The hero film follows a dad preparing O Sole Mio pasta for his family. As he cooks, he begins holding the opening "O" of O Sole Mio and just keeps going.

What starts as a small culinary flourish quickly becomes a full-blown commitment to the bit. While dad makes the pasta, he sustains his increasingly theatrical rendition of the brand name, much to the amusement, confusion and embarrassment of everyone around the table.

The humour comes from treating his performance with complete sincerity while the family reacts as families do: eye rolls, glances across the table and the familiar recognition that Dad is, once again, being Dad.

But underneath the comedy is a simple product truth: sometimes food is good enough to make a little noise about.

Marieve Lepage, Marketing Director at O Sole Mio added:

"Food has an incredible ability to change the energy in a room. This campaign captures that feeling in a way that is lighthearted, memorable and uniquely O Sole Mio. It celebrates great-tasting pasta while giving people a reason to smile before they’ve even taken their first bite."

 

The campaign extends the idea into photography with a visual device that turns the moment before a bite into the beginning of the iconic O Sole Mio song.

Each image captures someone bringing a forkful of pasta toward their mouth. As they prepare to take a bite, their mouth naturally forms an “O” creating the illusion that they’ve suddenly burst into song. The rest of O Sole Mio completes the thought typographically across the image, turning a familiar eating gesture into an unmistakable piece of brand communication.

The result is a campaign that makes the product, the brand name and the creative idea inseparable.

Jean-Francois Beliveau, Executive Creative Director at Pigeon said:

"O Sole Mio is one of those rare brand names that already has so much personality built into it. We wanted to take something everyone already recognizes about the name and turn it into a behaviour."

 

Brandon Tralman-Baker added:

"That first ‘O’ became our entire creative device, whether it’s Dad taking it way too far in film or someone simply opening their mouth for that first bite."

 

The work also plays into the inherently expressive nature of Italian food culture, where dinner is rarely just dinner. It’s conversation, performance, family and a little bit of theatre around the table.

The campaign launched September 28th across video, tv banners, digital, social, out-of-home, and an influencer campaign in collaboration with Minimal inviting Canadians to discover pasta worth singing about. Espace M organized the media buy.