Australia – Leggo’s, the 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.
Titled ‘It’s How We Do Italian’, the campaign encourages the audiences to embrace all the creative ways Aussies do Italian, even if it means breaking spaghetti to fit in the pot.
“Our new campaign is all about celebrating the way Aussies do Italian,” said Katie Saunders, general manager – marketing at Simplot.
She added, “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.”
João Braga, chief creative officer at Wunderman Thompson in Australia, also commented, “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 campaign is launching across various platforms, including OOH, social media, television, Trade and POS.