Leggo’s plays with 132 year history in new campaign

Leggo’s is playing on its 132 year history in a new campaign celebrating its “hero products”, tomato paste and pasta sauce, while also having fun with the difficulty to open the products.

Created by BWM, the spot features people using the product while narration suggests that these home cooks are already thinking ahead of the extras they want to ad with the narration continuing to say “After 132 years of tradition you’ll forgive us if we resist, just a little” overlaid with shots of cooks struggling to open sauce jars.

Simplot chief marketing officer Suzanne Harman said: “Reinvigorating Leggo’s classic tomato paste and pasta sauce range was part of our strategy to remind Australians about the endless possibilities that are achievable with the perfect yet simple tomato base.

“Every day Leggo’s tomato paste and sauces are served on tables around Australia and no two dishes are ever the same. We want to encourage the Leggo’s community to be brave, try new flavour combinations and cook from the heart.”

Launching this Sunday in 30 second and 15 second executions, the commercials are supported by digital, cinema, print and outdoor.

BWM executive creative director Murray White said: “This new campaign combines 132 years of Italian tradition with Australian ingenuity.

“It tells the story of simple tomato flavours made bold by the aspiring chefs and everyday cooks that add that little something extra to improve on perfection.”


Simplot – Client

  • Suzanne Harman – Chief Marketing Officer
  • Katie Saunders – General Manager Shelf Grocery
  • Susan Foley – Marketing Communications & Branding Manager
  • Amie Wood – Senior Brand Manager
  • Babi Kahveci – Brand Manager

BWM – Creative Agency

  • Murray White – Executive Creative Director
  • Mike Lee – Senior Writer
  • Tim Gill – Associate Creative Art Director
  • Susannah Stoney – Planning Director
  • Belinda Murray – Client Services Director
  • Hugh Baulch – Senior Account Director
  • Steph Kostos – Account Director
  • Luisa Peters – Senior Onscreen Producer

Huckleberry – Media Agency

Production Houses:

  • The Sweet Shop & Method
  • Risk Sound

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