Simplot

Tom Peek, Marketing Manager
Kate Livingstone, Brand Manager
Justin Taylor, Marketing Communications
Evonne Williams, Marketing Communications Manager
Tim Wilson, Digital Media Manager
Shamim Aslani, Online Community Manager
Suzanne Harman, General Manager Marketing

J. Walter Thompson *Lead Agency

Simon McCrudden, Head of Strategy
Brigitte Bayard, Senior Strategist
Jessica Johnson, Group Account Director
Senior Account Manager, Lizzie Barclay
Michael Godwin, Managing Director
Kieran Antill, Executive Creative Director
Jess Lilley, Creative Director
Jim Walsh, Creative Director
Monica Placella, Art Director
Katie Moore, Copywriter
Katherine Muir, Producer

iniative

The Italian Sauces category was falling out of favour in Australia with the emergence of more interesting and exotic cuisines and the commoditization of the existing market. As one of the largest brands in the category, Leggo’s had a lot to lose. Through the distinctive character of an Italian-Australian Nonna, Leggo’s created a campaign platform that delivered growth at five times the rate of the category and established a clear lead over a previous dominant competitor in Dolmio.