Melissa's new spot is one for the pasta lovers

Melissa celebrates the raw, scattered, and messy truth of how modern Greek families truly connect, moving from "good pasta" to a "meaningful brand."

Almost no one sits to enjoy a shared meal with their whole family on the traditional, perfect, kitchen-table ideal anymore. Life is scattered and fast-paced, forcing families to adopt new ways of enjoying shared moments, because they still crave the human connection.

This campaign created by The Newtons Laboratory for Melissa, Greece’s leading pasta brand, celebrates the raw, scattered, and messy truth of how modern Greek families truly connect. Instead of promoting a polished, aspirational lifestyle that no longer exists, it uses raw truth to re-contextualise pasta. Moving from "good pasta" to a "meaningful brand."

Melissa is the unpretentious catalyst for connection in the real moments of today: on the couch, at the desk, or quickly between screens. At the heart of every moment!