BWM Melbourne brings the love back to Leggo’s with integrated ‘Pasta loves Leggo’s’ campaign

February 6 2012, 10:19 am | BY Lynchy | 6 Comments

Screen shot 2012-02-06 at 10.46.42 AM.jpgBelgiovane Williams Mackay, Melbourne has launched its first campaign for Leggo’s after winning the business last August showcasing the Chunky Sauces range.

The “Pasta Loves Leggo’s” campaign comprises TV, print, magazines, online, social media, radio and in-store, with the TVC launching last night.

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Screen shot 2012-02-06 at 10.46.52 AM.jpgThe work brings ‘love’ to life with visual motifs such as spaghetti that appears to be dancing with Leggo’s sauce as well as pasta on a plate in the shape of a heart.

“Our challenge was to tell a rational ingredient story in an emotional way,” says BWM Melbourne creative director, Shaun Branagan When pasta meets Leggo’s and you add lashings of Opera you’ve got all the ingredients for a passionate Italian love affair, beautifully simple.”

Says Simplot GM Marketing Tara Lordsmith: “‘Pasta loves Leggo’s’ is a big creative idea and has enabled us to evolve our consumer communication for the Leggo’s brand in a highly engaging way.

“The addition of our digital activity via the ‘Leggo’s Love Songs’ on Facebook, web and radio is a great demonstration of how we can embrace new forms of media to build consumer involvement with our brands.”

Executive Creative Director – Rob Belgiovane

Creative Director – Shaun Branagan

Creative Group Head – Gus Johnston

Digital Art Director – Jeremy Elliot

Planning – Jamie Mackay

Group Account Director – Belinda Murray

Senior Account Manager – Lynne Robb

Head of Onscreen – Abby Hunt

Onscreen Producer – Sonia Mclaverty

Production House – Revolver

Director – Bruce Hunt

Simplot

GM Marketing – Tara Lordsmith

Marketing Manager Sauces and Meals – Lisa Rizzardo

Senior Brand Manager Shelf Sauces – Kate Murphy

Brand Manager Shelf Sauces – Ainsley Crouch