J. Walter Thompson 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.
Tom Peek, senior brand manager at Leggo’s says, “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.