Leggo’s makes perfect even better in a new integrated campaign via BWM Melbourne

BWM Melbourne and Leggo’s have created a new campaign that celebrates 132 years of true tomato-based perfection.

Launching on 15 June, the campaign celebrates Leggo’s hero products, tomato paste and pasta sauce, as the basis of delicious Italian cuisine made at home.

VIEW THE SPOT

The creative inspires Australians to be confident in the kitchen, ‘adding a pinch of this and a dash of that,’ to make authentic Italian flavours their own, recognising what the household cook brings to the perfect dish.

Says Suzanne Harman, chief marketing officer from Simplot: “Reinvigorating Leggo’s classic tomato paste and pasta sauce range was part of our strategy to remind Australians about the endless possibilities that are achievable with the perfect yet simple tomato base.

“Every day Leggo’s tomato paste and sauces are served on tables around Australia and no two dishes are ever the same. We want to encourage the Leggo’s community to be brave, try new flavour combinations and cook from the heart.”

The 30-second and 15-second TVCs will go to air on Sunday 15 June and will be supported by digital, cinema, print, and out of home campaign elements.

Says Murray White, executive creative director at BWM: “This new campaign combines 132 years of Italian tradition with Australian ingenuity.

“It tells the story of simple tomato flavours made bold by the aspiring chefs and everyday cooks that add that little something extra to improve on perfection.”

Simplot has a longstanding relationship with the BWM Melbourne Group as one of the agency’s founding clients. BWM was initially appointed to provide creative services for Birds Eye, I&J and Edgell, which are part of the Simplot portfolio of brands. In 2011 BWM acquired the Leggo’s creative services account followed by the John West account in 2012.

Simplot – Client

Sound: Risk Sound