Simplot: Have you eaten? How Leggo's reignited Australia's lost passion for Italian food

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Campaign details

Agency: J. Walter Thompson Melbourne

Executive Summary

The Italian Sauces category was falling out of favour in Australia with the emergence of more interesting and exotic cuisines and the commoditization of the existing market. As one of the largest brands in the category, Leggo's had a lot to lose. Through the distinctive character of an Italian-Australian Nonna, Leggo's created a campaign platform that delivered growth at five times the rate of the category and established a clear lead over a previous dominant competitor in Dolmio.

Total Campaign Expenditure

What was the strategic communications challenge?

Italian cuisine was...

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