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Campbell Mithun’s campaign for Heinz’s Classico pasta sauces positions the brand as one that offers gusto and passion to adventurous consumers who enjoy intense flavors.
TV and print work is tagged, “Taste life to the fullest.” Executions are intended to update the spaghetti sauce’s Old World-heritage tack with scenes that reflect emotional interaction between young and old in various settings. Vignettes include a helmeted grandmother and grandson racing on a motorcycle and a father being coaxed by his daughter to rock and roll.
“The message is that Classico is the flavorful ingredient that helps you live life with gusto, whether you’re Italian or not,” said Rob Wallace, agency senior vice president and creative director.
Heinz bought the Classico sauces last year from Borden Foods.
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