Effies
Australia

Case History Database

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2018

Have you eaten? How Leggo’s reignited Australia’s lost passion for Italian food

Agency

JWT Melbourne

Client

Simplot

Awards

Bronze

Food, Confectionery & Snacks

Summary

The Italian Sauces category was falling out of favour in Australia with the emergence of more interesting and exotic cuisines and the commoditization of the existing market. As one of the largest brands in the category, Leggo’s had a lot to lose. Through the distinctive character of an Italian-Australian Nonna, Leggo’s created a campaign platform that delivered growth at five times the rate of the category and established a clear lead over a previous dominant competitor in Dolmio.

Case study

2018 Food– Confectionery & Snacks – Have you eaten? How Leggo’s reignited Australia’s lost passion for Italian food

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Credits

Head of Strategy	Simon McCrudden	J. Walter Thompson
Senior Strategist	Brigitte Bayard	J. Walter Thompson
Group Account Director	Jessica Johnson	J. Walter Thompson
Senior Account Manager	Lizzie Barclay	J. Walter Thompson
Managing Director	Michael Godwin	J. Walter Thompson
Executive Creative Director	Kieran Antill	J. Walter Thompson
Creative Director	Jess Lilley	J. Walter Thompson
Creative Director	Jim Walsh	J. Walter Thompson
Art Director	Monica Placella	J. Walter Thompson
Copywriter	Katie Moore	J. Walter Thompson
Producer	Katherine Muir	J. Walter Thompson
Marketing Manager	Tom Peek	Simplot
Brand Manager	Kate Livingstone	Simplot
Marketing Communications	Justin Taylor	Simplot
Marketing Communications Manager	Evonne Williams	Simplot
Digital Media Manager	Tim Wilson	Simplot
Online Community Manager	Shamim Aslani	Simplot
General Manager Marketing	Suzanne Harman	Simplot
Media Director	Georgina Leslie	Initiative Media
Director	Alyssa McClelland	Finch