Leggo’s tapped into the gooeyness of Valentine’s Day by brushing off its Love Song campaign as a lead in for its new campaign and product which focuses on the brand’s softness for vine-ripened tomatoes.
The Leggo’s Love Song, created by BWM and Hard Hat Digital, first launched last year as a way Australians could show their affections for that someone special.
The launch of the new, Leggo’s Vine Ripe, will be supported by a nationwide television commercial, magazine ads, radio, digital and in-store.
Jamie McKay, partner at BWM, said: “The new Vine Ripe range brings to life Leggos’ passion for tomatoes and their importance in delivering the best tasting pasta sauces. This passion sees us breathe new life into the successful Pasta Loves Leggo's campaign, and for the second year running spreading the love through Leggo’s Love Songs. In 2013 we are shifting the focus to highlight what makes Leggo’s Pasta Sauces so tasty – Vine Ripe tomatoes.”
