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...