Who better than an Italian nonna (grandmother) to make the perfect pasta sauce?
So when four nonnas endorse a store-bought brand, it can make for a fun, sweet ad, which is the premise behind Ragu's new kettle-cooked sauce campaign, “The Nonnas in New York.” Ragu was founded in 1937 by Assunta Cantisano and her husband, Giovanni; their son used to delivery the sauce in his Rochester, New York, neighborhood.
Digitas' Ragu spots take that genesis to the streets of New York, where the nonnas set up a stand to offer pasta to passersby. They even stop drivers in cars, encouraging them to sample their food, which they insist tastes like homemade.
Laura Keeler, SVP-creative director, Digitas, said: “The campaign embodies the perfect blend of humor, authenticity and deliciousness that sets the Ragu brand apart.”
The campaign is running nationally on OLV, YouTube and social media.
Ragu commanded over a 42% market share, generating over $500 million in sales, Ballentine Partners reported in April 2022. Ragu is owned by Mizkan America.