Aldi’s pasta sauce jab resulted in Leggo’s marketing overhaul, says Simplot marketing boss

March 21, 2019 4:10

The general manager of marketing for leading food manufacturer Simplot has spoken of the challenges faced by Leggo’s when an Aldi ad implied that all pasta sauces are the same.

Speaking at Mumbrella’s Retail Marketing Summit, Suzanne Harman explained how the 100-year-old Italian sauce brand changed its game plan when Aldi told consumers ‘not to waste their life in the sauce aisle’ and that they should make their decisions based on price.

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Hannah Blackiston

Hannah Blackiston was the deputy editor of Mumbrella. She worked with the company from March 2019 to November 2020.

Topics

Marketing Simplot Suzanne Harman

2 COMMENTS

KGB 21 Mar 19

I think this typifies the challenge faced by FMCG in the face of private label – build a brand (& innovate product) or die.

But, the problem here is that the Aldi ad is superior in every way. Better production values, greater sophistication and generally more exciting. This makes Leggos look cheap.

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Alex 22 Mar 19

Using an Italian Nonna to sell pasta sauce isn’t a complete overhaul, it’s more of the same.

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