J. Walter Thompson has brought to life the Aussie Italian Nonna with an undeniable passion for Italian food in a new campaign for Leggo’s.

Aimed at getting Italian food back on the table, the new brand platform, titled ‘Have You Eaten?’, showcases the wit, charm and unconventional logic of a Calabrian matriarch who stars throughout a range of executions.

The campaign is the first that J. Walter Thompson has developed for Leggo’s since winning the Simplot account in a competitive pitch last year.

It comprises of four TVCs, out of home, radio, as well as activations with retailers to bring Nonna to life in store.

Tom Peek, senior brand manager at Leggo’s, said: “We are really excited to see the campaign come to life.

“Nonna represents the best of Leggo’s – authentic Aussie Italian cooking, a belief that great food starts with quality ingredients, her passion for life and love, and a cheeky sense of humour in everything she does.

“We can’t wait for Australia to meet Nonna and have their love affair for Italian food re-ignited by sharing in her warmth and passion for great Italian cooking.”

Director Alyssa McClelland cast far and wide for the starring Nonna, starting her story in the 30-second launch TVC.

This will be followed by another 30-second TVC, where Nonna dances in her kitchen as she cooks with Leggo’s.

The remaining 15-second spots are built around specific Leggo’s products, yet continue to provide insights into Nonna’s life and world view.

J. Walter Thompson creative directors Jess Lilley and Jim Walsh said: “The creative team was thrilled when Alyssa came on board to direct this campaign.

“Her ability to make genuine, loveable characters leap off the screen and into your lounge is second to none, with a fantastic combination of warmth, originality and humour.”

Suzanne Harman, general manager of marketing at Simplot, said: “In the short amount time we have worked with J. Walter Thompson, they have become trusted partners in our brands at Simplot.

“The Leggo’s campaign is the first work from our partnership and we look forward to re-igniting Australian’s passion for Italian cooking with Leggo’s.”

CREDITS

Client: Simplot

Agency: JWT Melbourne

Production company: Finch

Director: Alyssa McClelland

Music: Level 2/ Electric Dreams

Media: Initiative

Executive creative director: Kieran Antill

Creative directors: Jess Lilley and Jim Walsh

Art director: Monica Placella

Copywriter: Katie Moore

Senior planner: Brigitte Bayard

Group account director: Jessica Johnson

Senior account manager: Lizzie Barclay

Producer: Katherine Muir