Who could be a better spokesperson for the newest savory, kettle-cooked sauce by the RAGÚ brand than old-school Italian nonnas? Staying true to the RAGÚ brand's story and following in the footsteps of its founders, Assunta and Giovanni Cantisano, Italian nonnas have come together to confirm that the sauce delivers a homemade taste, as if it came straight out of their own kitchen.
Laura Keeler, SVP Creative Director, Digitas says:
The campaign embodies the perfect blend of humor, authenticity and deliciousness that sets the RAGÚ brand® apart. We are proud to have been a part of this project and excited to see the positive impact it has on the brand.
Megan Frank, the Senior Vice President of Marketing at Mizkan America, realized that in order to convince people that RAGÚ Kettle Cooked sauce is their most impressive sauce yet and delivers a rich and savory homemade taste, they needed a credible spokesperson. Who could be better than real Italian Nonnas to deliver that message in an authentically engaging and hilarious way?
The RAGÚ brand's "The Nonnas in New York" campaign, creatively developed and planned by Digitas - The Networked Experience Agency, features the Nonnas taking to the streets in a unique and unusual way to engage with consumers when they least expect it. This tactic ultimately received the most authentic reactions to the taste of the new delicious, homemade kettle-cooked sauce.
The teams came together to spread awareness in a fun and enjoyable way by creating a series of four heart-warming and comedic spots, including a mix of long-form, short-form, and social videos. This campaign aims to elevate the perception of authenticity and tap into the rich history of the RAGÚ brand.
The campaign launched nationally on October 16th on OLV, YouTube, and social media platforms.