Snacks & Desserts

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

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.

Brand: Leggo's
Client: Simplot
Agency: J. Walter Thompson
Language: English

DOVE: Igniting A New Vision In An Old Category

DOVE Chocolate had always been rooted in female insight. Yet, as women’s notions of femininity and pleasure evolved over the years, DOVE hadn’t evolved with them. The brand found itself with an antiquated image and household penetration that was on the decline. It was critical to re-ignite a modernized vision of the idea at the heart of the brand: that pleasure is a woman’s fundamental right. The campaign achieved unprecedented success, driving a 17% lift in household penetration among this younger target and catapulting into the top-10 of category share. 

Brand: DOVE Chocolate
Client: Mars, Inc.
Agency: BBDO New York
Language: English

Geoff

Brand: Heinz Baked Beans
Client: Kraft Heinz Australia
Agency: Y&R
Language: English