Italian Nonnas Take to New York Streets with the Most Authentic RAGU Sauce

Who better than old-school Italian nonnas to vouch for the taste of the newest savoury, kettle-cooked sauce by the RAGÚ brand? Staying true to the RAGÚ brand story and following in the footsteps of its founders, Assunta and Giovani Cantisano, Italian nonnas have come together to attest that the newest sauce delivers a homemade taste, as if it came right out of their own kitchen. 

In the RAGÚ brand 'The Nonnas in New York' campaign, creatively developed and planned by Digitas, The Networked Experience Agency, the Nonnas take to the streets in a unique and less than usual way, engaging with consumers when they least expect it – ultimately receiving the most authentic reactions to the taste of the new delicious, homemade kettle cooked sauce.

In a series of four heart-warming and comedic spots, with a mix of long-form, short-form and social videos, the teams came together to spread awareness, in a fun, enjoyable way – ultimately elevating the perception of authenticity and tapping into the rich history of the RAGÚ brand.

Laura Keeler, SVP creative director, Digitas said, "The campaign embodies the perfect blend of humour, authenticity and deliciousness that sets the RAGÚ brand apart. We are proud to have been a part of this project and excited to see the positive impact it has on the brand."

Megan Frank, SVP Marketing Mizkan America said, "In order to convince people that RAGÚ Kettle Cooked, our most impressive sauce yet, delivers a rich and savoury homemade taste, we knew we needed a credible spokesperson. And who better than real Italian Nonnas to deliver that message in an authentically engaging, hilarious way."

The campaign launched nationally on October 16th, on OLV, YouTube, and social.