• by Larissa Faw , January 9, 2018

Italian frozen food brand Michael Angelo’s is paying tribute to the company's founding muse under its first advertising campaign from new agency Butler, Shine, Stern & Partners (BSSP).

Three digital films showcase Grandma “Nonna” Foti, whose recipes inspired her Granddaughter Sara and Great-Grandson Michael Angelo, to found the gourmet Italian food brand. She uses the word “no” as a badge of honor, underscoring how its products say no to sub-par ingredients, preservatives, fillers and more. The tagline for the advertising is “It tastes good to say no."

Have a look here.

The ads first launched on digital channels in December and will expand into an integrated social campaign and a revised website that will launch in early 2018.

Previously creative messaging by AMP Agency supported the frozen food's “Simple, Honest, Pure” brand pillars via digital media, OOH, and in-store.

Last February, private equity shop Advent International acquired Michael Angelo's to become part of Sovos Brands, its new food and beverage portfolio that consists of "one-of-a-kind brands" to establish a scale player in the consumer packaged goods (CPG) industry.