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.
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
Suzanne Harman – Chief Marketing Officer
Katie Saunders – General Manager Shelf Grocery
Susan Foley – Marketing Communications & Branding Manager Amie Wood – Senior Brand Manager
Babi Kahveci – Brand Manager
BWM – Creative Agency
Murray White – Executive Creative Director Mike Lee – Senior Writer
Tim Gill – Associate Creative Art Director Susannah Stoney – Planning Director Belinda Murray – Client Services Director Hugh Baulch – Senior Account Director Steph Kostos – Account Director
Luisa Peters – Senior Onscreen Producer
Production Company: The Sweet Shop
Director: Campbell Hooper
Managing Director: Wilf Sweetland
Executive Producer: Edward Pontifex
Producer: Allison Lockwood
DOP: Jeremy Rouse
Editor: Campbell Hooper
Grade & Online: Method Studios
Huckleberry – Media Agency
Sound: Risk Sound
2 Comments
Poor man’s Lurpak.
Did somebody say Lurpak Butter? Cough… ahem, shuffle papers… cough