Nonna asks ‘Have You Eaten?’ in Leggo’s latest campaign via J. Walter Thompson, Melbourne
J. Walter Thompson, Melbourne has brought to life the Aussie Italian Nonna with an undeniable passion for Italian food in a new, far reaching campaign for Leggo’s.
Aimed at getting Italian food back on the table, the new brand platform entitled ‘Have you Eaten?’ showcases the wit, charm and unconventional logic of a Calabrian matriarch who stars throughout a range of executions. The call to action of ‘Have you eaten?’ is not only part of the Aussie-Italian vernacular but opens up a world of possibilities for the brand moving forward.
It is the first campaign developed by J. Walter Thompson after winning the Simplot account in a competitive pitch last year. It comprises four TVCs, OOH, Radio, plus activation with retailers to bring Nonna to life in store.
Says Tom Peek, senior brand manager, Leggo’s: “We are really excited to see the campaign come to life. Nonna represents the best of Leggo’s… authentic Aussie Italian cooking, a belief that great food starts with quality ingredients, her passion for life and love, and a cheeky
sense of humour in everything she does. We can’t wait for Australia to meet Nonna and have their love affair for Italian food re-ignited by sharing in her warmth and passion for great Italian cooking.”
Director Alyssa McClelland cast far and wide for the starring Nonna, starting her story in the 30-second
launch TVC where she shares her philosophy about life and food. This will be followed by another 30 second TVC, where Nonna dances in her kitchen as she cooks with Leggo’s – lost in the moment and revealing all the love and passion that goes into Italian cooking. The remaining 15-second spots are built around specific Leggo’s products, yet continue to provide insights into Nonna’s life and world view.
Says Jess Lilley and Jim Walsh, creative directors, J. Walter Thompson: “The creative team was thrilled when Alyssa came on board to direct this campaign. Her ability to make genuine, loveable characters leap off the screen and into your lounge is second to none, with a fantastic combination of warmth, originality and humour.”
Says Suzanne Harman, GM marketing, Simplot: “In the short amount time we have worked with J. Walter Thompson, they have become trusted partners in our brands at Simplot. The Leggo’s campaign is the first work from our partnership and we look forward to re-igniting Australian’s passion for Italian cooking with Leggo’s.”
Client: Simplot
Agency: J. Walter Thompson, Melbourne
Production Company: Finch
Director: Alyssa McClelland
Music: Level 2 / Electric Dreams
Media: Initiative
Executive Creative Director: Kieran Antill
Creative Directors: Jess Lilley & Jim Walsh
Art Director: Monica Placella
Copy Writer: Katie Moore
Senior Planner: Brigitte Bayard
Group Account Director: Jessica Johnson
Senior Account Manager: Lizzie Barclay
Producer: Katherine Muir
24 Comments
oh god….wow. They are truly awful.
I love it. Its really sweet and memorable.
Well, holy smokes, she’s just too cute.
Hey Mon.
hey leggo’s, stop co-opting my culture for your crappy sauces.
Ok. I was excited to watch these spots, but was quickly disappointed.
I have known many Nonnas. My mum is a Nonna. Her mum is my Nonna. They don’t speak like this.
It’s too forced. The dancing is over done.
And a Nonna would NEVER say ‘have you eaten?’.
It is only ever said in Italian…’hai mangiato?’ That’s the funny thing about them. They always say it. Anytime of the day. That’s the difference.
Doesn’t translate at all well – sorry.
Wow! The old tired ‘authentic’ nonna idea, but executed really, really badly.
Dudes, chill out. It’s a sweet, old Italian lady selling pasta sauce FFS.
Sorry guys but no one knows your obsolete nonnas as harsh as that may sound. Everyone however does know the colourful Italian mother of the popular TV programme ‘everybody loves Raymond’ who has shared the same food philosophy and type cast nonna persona publicaly for well over a decade. Wether you like it or not this is typical nonna that Australia identifies with. And isn’t advertising all about relatability? The folks that made this add hit the nail on the head. Don’t be so offended, Australia identifies the Italian nonna as a warm and loving character that wants nothing more than to feed us all. Isn’t that a beautiful thing?…
Sorry guys but no one knows your obsolete nonnas as harsh as that may sound. Everyone however does know the colourful Italian mother of the popular TV programme ‘everybody loves Raymond’ who has shared the same food philosophy and type cast nonna persona publicaly for well over a decade. Wether you like it or not this is typical nonna that Australia identifies with. And isn’t advertising all about relatability? The folks that made this add hit the nail on the head. Don’t be so offended, Australia identifies the Italian nonna as a warm and loving character that wants nothing more than to feed us all. Isn’t that a beautiful thing?…
Feed us all? shes trying to sell you crap sauce !
SO ANNOYING! ‘I’m making the love’. WOT. Women don’t enjoy cooking that much – it’s a role they are typified in to. Plus, my Italian friends make their own tomato sauce or passata – they would NEVER buy it. These ads are truly awful.
Hate this add with a vengeance. Irritating woman. Face is as annoying as her ridiculous accent.
I’m an Italian nonna and I don’t speak like that, my mum is an Italian nonna and she doesn’t speak like that. If you call this lady authentic it makes me wonder how authentic your sauce really is?
Fake fake fake.
I sold pasta sauces as a lad in my dad’s business in the 70’s to the 90’s. As an itie, the Leggos ads are clearly not authentic. I’m not offended by them as most of us aren’t that precious, I just think the ad sort of sux. The Nonna’s accent however does appear to be fair dinkum, but she’s too refined and contrived to be the real deal. You’re on the right track with the “have you eaten?” line but it fails to give the authentic meaning like when my mum would always ask- and she would make sure- that I’ve eaten. She would stare at me intently and ask “mangiasti?” in the Calabrian dialect. For me it sounds even better than the Italian version of “hai mangiato?”.
Boys and girls in the advertising game- you’re too caught up in your perceptions of what you think is a dinky dye italian Nonna; but a real Nonna is strong, very warm, she may or may not look pretty but she’s treasured to be the most beautiful Madonna in our eyes; she might be a bit eccentric but she has a lot of soul that is unique to us. There are plenty of videos of real Nonna’s where their grandkids are taking the piss because the Nonna’s are being themselves in a colder, modern society. It’s very difficult to emulate what is real.
The Italian immigrants who made Australia their home who in the most part hailed from southern italy in the 1950’s and 1960’s, who were living the harsh realities of a broken post-war Italy and still retained the crisis management siege mentality for survival which made them over protective to their children and grandchildren – along with a rich history of culinary cuisine passed onto them by their mothers for centuries- with generous servings of their warm embrace and unconditional love in a very loyal and close knit family. That is a glimpse of the real Nonna. Not a superficial cliché.
Unfortunately the Italian immigrants of the ’50’s and 60’s are slowly dying away and are becoming a distant memory for those lucky enough to have experienced this powerful love.
If you get that, the branding of your 30 second ad will hit the spot
One of the most annoying ads on TV, and i have Italian friends and they agree with me. Surely you can come up with something better.
It bugs me so much i don’t buy Leggos anymore!
It’s an ad!! Stop the preciousness. It funny. It’s pasta sauce in a jar. If you don’t use it, don’t worry bout it. I’m South African and I see fake biltong and boerewors eveywhere, not to mention fake South African accents in movies etc – who cares!
This is not Nonna Paulo and this lady is annoying Italian nonnas do nit sound like this
This is not Nonna Paulo
love it!!! Love it!!!
Look forward to
More of Nonna
Especially the one where she is meeting with her lady friends and
Husband in the background asking who she is meeting!
Laugh out loud stuff and refreshingly human.
Congrats to the creators of these ads for Leggos🤩
This ad makes me cringe. The false accent is absolutely dreadful- obviously didn’t try very hard to get someone with a normal Italian accent. One of the worst ads on Tv
I doubt the woman in the ad is Italian. She neither looks nor sounds like any of my in-laws from southern Italy. Additionally, the Zorba the Greek music, although often played at Italian dinner dances, is based on Greek, not Italian music.
Is she saying “Have You Eaten or, Have You EATING? terrible accent, terrible ad… and if you want “Authentic Italian Sauce” it doesn’t come in a jar manufactured in bulk in a factory.
So annoying, cringeworthy & offensive. I deliberately avoid this brand as result.