Leggo’s Nonna lives through her heart, dances in the kitchen and only cooks with the best. The Calabrian matriarch intends to put Italian food back on the table with her wit, charm and unconventional logic in a new campaign by J.Walter Thompson, Have You Eaten? 

It’s the first campaign developed by J. Walter Thompson Melbourne after winning the Simplot account in a competitive pitch last year and includes four TVCs, OOH and radio, plus activation with retailers to bring Nonna to life in store.

Tom Peek, senior brand manager, Leggo’s commented, “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.”

Finch director, Alyssa McClelland, cast far and wide to find the engaging Nonna and begins her story in the 30-second launch TVC, where she shares her philosophy about life and food. This is followed by another 30 second TVC, in which Nonna dances in her kitchen as she cooks with Leggo’s, lost in the moment and revealing all the love and passion that goes into Italian cooking. The remaining 15-second spots are built around specific Leggo’s products, but continue to provide insights into Nonna’s life and world view.

J. Walter Thompson creative directors, Jess Lilley and Jim Walsh noted, “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.”

Creative credits:

Client: Simplot

Agency: JWT Melbourne

Executive Creative Director: Kieran Antill

Creative Directors: Jess Lilley & Jim Walsh

Art Director: Monica Placella

Copy Writer: Katie Moore

Senior Planner: Brigitte Bayard

Group Account Director: Jessica Johnson

Senior Account Manager: Lizzie Barclay

Producer: Katherine Muir

Production Company: Finch

Director: Alyssa McClelland

Music: Level 2 / Electric Dreams

Media: Initiative