Leggo's - It's How We Do Italian

With Leggo’s suffering misattribution to competitors, we were tasked to create a distinctive, iconic campaign that set Leggo’s in good stead for the future.

Leggo’s, has been Australian made for over 130 years – a pantry staple for most. However, it straddled a difficult precipice between being Australian, or being Italian.

It’s How We Do Italian, is an irreverent campaign that places Leggo’s in an iconically Australian territory. It celebrates how Australians have interpreted Italian into our daily meals – whether it be putting pineapple on pizza, or breaking the pasta in half to fit the pot. Whilst sacrilegious for some, it’s how we do Italian.

It was as simple as showing the ‘sacriligious’ offences - well loved by Aussies, and the Italian’s reactions to them. Leggo’s celebrates doing Italian the Australian way – so we illustrated just how the brand permits fun, experimentation, and freedom.

Just halfway through the campaign, results have already shown incredibly strong performance:

ROI 21% above AP Benchmarks for FMCG in Australia and USA
8.2% increase in ROI ($0.90 - $0.98)
16% increase in response indices for TV

Leggo’s celebrates experimentation and fun in the kitchen. We want people to feel empowered knowing that no matter which ‘rule’ they’re breaking, we’ve got them covered with tasty, quality products.