Leggo’s celebrates our (sometimes) contentious ways of making Italian in new campaign via Wunderman Thompson Australia
Leggo’s, the beloved Australian-made pasta sauce brand has launched a new campaign via Wunderman Thompson Australia celebrating all the unique twists and spins Aussies have been adding to traditional Italian cuisine.
For over 130 years, Leggo’s has become a staple in Aussie households, with generations passing down their love for the sauce from one to the next. It’s now time to officially embrace all the delicious, creative ways Aussies do Italian, even if it means breaking spaghetti to fit in the pot.
Says Katie Saunders, general manager – marketing at Simplot: “Our new campaign is all about celebrating the way Aussies do Italian. Leggo’s celebrates experimentation and fun in the kitchen. We want people to feel empowered knowing that no matter how they do Italian or which ‘rule’ they’re ‘breaking’, we’ve got them covered with tasty, quality products.”
Says João Braga, chief creative officer at Wunderman Thompson in Australia: “It’s no secret we love to break the rules when it comes to Italian food, so Leggo’s is giving Aussies just that extra dose of encouragement to get out there and add more pineapple to their pizza, parmesan to their seafood pasta, and share their delicious inventions with the world.”
The “It’s How We Do Italian” campaign is launching across various platforms, including OOH, social media, television, Trade and POS.
Client: Simplot, Leggo’s
General Manager – Marketing: Katie Saunders
Head of Brand Communications & Digital: Leanne Pearce
Marketing Manager: Nathan Gorman
Brand Communications Manager: Liza Friedman
Senior Brand Manager: Roxanne Tan
Senior Brand Manager: Jessica Johnson
Creative Agency: Wunderman Thompson Australia
Creative Director: Steven Hey
Creative Director: Simon Koay
Chief Creative Officer: João Braga
Head of Strategy: Jill Mannester
Client Services Director: Sarah Horder
Senior Account Director: Eleanor Henry
Account Manager: Hayley Gaffney
Senior Producer: Siobhan Crowley
Senior Producer: Miryana Velyanovski
Designer & Studio Artist: Sarah Cameron
Production Company: SWEETSHOP
Director: Kate Halpin
Producer: Jane Smith
EP: Greg Fyson
MD: Edward Pontifex
Post-Production: ARC EDIT
Editor: Phoebe Taylor
Media Agency: OMD
Managing Partner: Sharon Cookson
Business Director: Laura Nathan
Strategy Director: Catherine Rewha Rewha
Account Director: Michael Gregory
Account Manager: Charlotte Eastman
Account Executive: Thomas Foley
Investment Manager: Danielle Henning
Investment Executive: Spencer Egan-Tanner
Investment Executive: Kailam Dirckze
Media Assistant: Jude Islip
Activation Account Director: Farzana Udgani
Activation Executive: Sherwin Lee
17 Comments
Saw this one on the box last night and loved it *chef’s kiss*
Very fun. Boppity Boopity job, Si.
Is that a stock image?
No amount of copied camera work will hide those terrible performances.
@ Camera work are you one of the directors that didn’t win?
This is great spot. Clever, colourful and great cinematography. Very well directed. Very fresh for Leggos. Love it.
No i don’t pitch on such ads and don’t want to.
The influx of repetitive ads like this with reliance on derivative transitions and camera moves in place of an idea and cinematic structured shots is worrying for the industry and directors who do this should be concerned that this is one of the first styles that AI film will be able to imitate.
Please explain in detail why it’s great?
Clever? (How so?)
Colourful? (Is that a criteria for great?)
Great cinematography? (What are you comparing it to?)
Thanks in advance for your enlightenment.
What a great way for a brand like leggos to show up. Well done WUNDERMAN.
We do Italian, but shit. Let me know how that works out for you guys.
Uhhhh… who exactly do you think buys jars of pre-made pasta sauce?
pre made sauce….mmmmmmm yuk.
Maybe because you can afford to eat out every night on an ECD wage, you’re not the target market, eh pal?
Looks like every other job on air, wide angles and crash zooms!
Exactly, and for this reason it’s a fail. Because it doesn’t stand out and you cant differentiate it from other brands.
This one is also poorly replicated.
Hardly surprising that an industry full of way-too-serious fun sponges has resorted to debating the culinary and technical purity of a fairly-fun advert for some Italian-style FMCG. Hahahaha – you wankers. Step outside the San Pellegrino curtain for once in your lives.
@youngECD LOL! did you watch the ad?! looks like a range spot to me. Great job, Leggos
It’s concerning that people feel the need to dump hate on their peers’ work. We are all in this to have fun, make a buck and enjoy our lives. Personally I think there are some extremely well executed shots in this spot. As for the camera language, this style is perfect for jam packed 30. The story was clear from the first watch. Overall a successful piece of communication. Well done all involved, hope you enjoy those sweet dollars you made. It’s ALL about money in this game.