The agency will showcase the new offering – which features gluten free, vegan and lower calorie options – through a creative integrated programme of media and influencer education and trials.
The four-strong agency account team will be led by director of media relations Niki Wheeler. The agency will report to Celia Pronto, chief customer and digital officer Casual Dining Group, the restaurant chain’s owner, and Urvashi Misra, head of brand at Bella Italia.
Pronto said: “I’ve worked with Launch in a past incarnation and know their utter focus on creative thinking, delivery and results is backed by an impressive raft of food and lifestyle media and influencer contacts.”
Juliet Cameron, chief operating launcher, added: “Every hour, 113 Brits tuck in to a Carbonara and 90 demolish a Spaghetti Bolognese in Bella Italia restaurants in the UK. The brand has a great heritage and our food, drink and retail credentials here at Launch put us in a good position to re-educate the media and consumers on what is an affordable, delicious and accessible menu.”