The objective of this campaign was to celebrate Valentine’s Day and love in a way which encapsulates the spirit and romance of Leggo’s Pasta Sauces. We sought to play on the campaign notion of ‘pasta loves Leggo’s’ as well as our Facebook ‘Love Songs’ campaign. By reinforcing this link with love and Leggo’s, we were able to create a campaign with relevance and consistent brand value.

The concept was centred on Melbourne’s iconic laneways and the classic ‘Lady and the Tramp’ imagery of spaghetti joining two people together. We believed that couples would frequent romantic laneways of Melbourne and appreciate the romantic imagery and message contained on the posters.

Tapping into the mindset of love that is on the top of our target audiences mind on Valentine’s Day, we were able to creatively help re-enforce the passion and love that is central to the Leggo’s brand.