The September 13 weekend marked 20 seasons since Tottenham Hotspur suffered the notorious “Lasagne-gate” incident, when an unfortunate pre-match meal was blamed for putting Spurs’ dreams of the Champions League in tatters.

Two decades of banter later, Dolmio is joining the conversation with a cheeky “Lasagne-gate” reminder. With bold ad van placements, the brand’s playful stunt reminds everyone that when making lasagne with Dolmio, there’s every reason to expect a great result – no upsets.

The creative taps into a cultural football moment that has lived rent-free in fans’ minds for 20 years.

Hana Hutchinson, European brand director at Dolmio parent, Mars, commented, “Football fans love their superstitions, but it’s time we changed the narrative on lasagne. For 20 years, Spurs fans have blamed one dish for their bad luck, but with Dolmio, lasagne is a guaranteed win.”

Credits:
Client: Mars Inc. [Dolmio]
European Brand Director: Hana Hutchinson
Global Content Director: Aman Matharu
European Media Lead: David Ellis

Agency: T&Pm
Chief Creative Officer: Andre Moreira
Creative Director: Kareem Shuhaibar
Creatives: Sam Collins, Hemi Patel, Fred Barber
Client Lead: Benedict Pringle
Senior Account Director: Cassie Allen
Account Director: Lizzy Day
Strategy Lead: Alex Dobson
Senior Strategist: Anna Lilley
Head of integrated Production: Thea Evely
Producer: Taylor Rowe
Social Producer: Nick Drewett
Project Manager: Evren Mihlar
Senior Designer: Ralph Pederson
Designer: Harri BaterVideographer: Andras Ridovics
Social Media & Content Manager: Matt Reece

Food sculpture: Paul Baker

Media: Essencemedia
PR: Ketchum