Pasta sauce brand Classico wants customers to know it’s cool with being second best. Classico’s previous positioning emphasized Italy and its role in inspiring the brand’s recipes. Fifteen and 30-second spots are airing nationally across specialty and conventional networks, accompanied by online banners and targeted social media posts. It exists, but you don’t have permission to see it, or you need to. Thank you! Copyright 2009-2020 EnsembleIQ. In research, the brand learned its target consumer regularly makes homemade pasta sauce on the weekends and believes no store-bought pasta sauce can live up to something made from scratch, said Jenna Zylber, senior brand manager at Kraft Heinz, which owns Classico. The message is that homemade pasta sauce will always win, but Classico is a close second. Meanwhile, the second-place team from Classico approvingly cheers on the winners. The message is that homemade pasta sauce will always win, but Classico is a close second. The head-nodding spot is set to the track “All I Do is Win” by DJ Khaled and T-Pain, and shows the nonnas spraying champagne and dancing in slow motion. An eye-catching video preview image, or thumbnail, is vital for getting folks interested in your video. Classico uses mason jars, famed for home canning. “When we began creative development, we spent a lot of time looking at the work that had already been done in the category,” she added. No more age limit! We knew our messaging needed to break through the clutter so we opted for a tone and feel that we hope will do exactly that.”. Classico Pasta & Pizza Sauces. Please retry or create an account if you have not yet done so. Classico’s previous positioning emphasized Italy and its role in inspiring the brand’s recipes. The campaign was created by Taxi and is the agency’s first work for the brand after becoming agency of record in January. Make social videos in an instant: use custom templates to tell the right story for your business. Tag Archive | commercial. That insight led to the new “Second Only to Yours” creative platform. C'est donc tout à fait acceptable! “But we also learned that no one has time to make homemade sauce during the week, and despite being tired and strapped for time at the end of the day, our target still held their meals to a really high standard.”. Please re-enter or use "forgot password?" The effort is running through the rest of the year. to have it resent. Success! “What we discovered was that a lot of it was really consistent both in terms of messaging and tonality. Pasta sauce brand launches spot that shows homemade sauce will always win. At Classico, we have been crafting Italian-inspired pasta sauces for more than 25 years. In research, the brand learned its target consumer regularly makes homemade pasta sauce on the weekends and believes no store-bought pasta sauce can live up to something made from scratch, said Jenna Zylber, senior brand manager at Kraft Heinz, which owns Classico. “What we discovered was that a lot of it was really consistent both in terms of messaging and tonality. A TV spot for the new campaign features some Italian grandmothers with definite swagger, celebrating their win at a sauce contest (set to DJ Khaled’s “All I Do Is Win,” obviously). However, it's not just the taste that attracts people to this brand, it's the jar. The idea is that “for those nights when [consumers] want to deliver a great meal, but don’t have a lot of time, Classico is the perfect solution,” said Zylber. I, much like many folks (after doing a simple search), see “Atlas Mason” on the side of these jars and think “score, I got a free canning jar”…that is not the case. Please provide both your email address and password. “But we also learned that no one has time to make homemade sauce during the week, and despite being tired and strapped for time at the end of the day, our target still held their meals to a really high standard.”. The head-nodding spot is set to the track “All I Do is Win” by DJ Khaled and T-Pain, and shows the nonnas spraying champagne and dancing in slow motion. Starcom handled the media buy. “When we began creative development, we spent a lot of time looking at the work that had already been done in the category,” she added. “But we haven’t launched a fully integrated campaign in over a decade, so for many consumers we probably didn’t stand for much of anything beyond being a delicious pasta sauce,” said Zylber. Fifteen and 30-second spots are airing nationally across specialty and conventional networks, accompanied by online banners and targeted social media posts. Rebecca Harris A new TV commercial features a group of nonna’s celebrating their win for best-tasting sauce. Copyright © 1996-2020 Brunico Communications Ltd. All Rights Reserved. Elle présente une teneur par portion de 320 mg de sodium, ce qui représente moins de 15 % de l'apport quotidien recommandé. Pasta sauce Classico wants customers to know it’s cool with being second best. Pick the perfect one with our thumbnail chooser. The page will reload in a moment. So, c December 21, 2011 in Rules; Leave a comment; Classico Sauce Jars…can I reuse them? A new TV commercial features a group of nonna’s celebrating their win for best-tasting sauce. Please try again, or contact customer service at marketing@halldata.com. A new TV commercial features a group of nonna’s celebrating their win for best-tasting sauce. Record and instantly share video messages from your browser. Meanwhile, the second-place team from Classico approvingly cheers on the winners. Enjoy Classico's time-honoured recipes inspired by the food traditions and local ingredients across Italy. Parmesan cheese, heavy cream, black pepper, Alfredo sauce, milk Alfredo Sauce Real Simple shredded Parmesan, freshly ground black pepper, kosher salt, nutmeg and 2 more Or please feel free to contact customer service. Thus, Classico pasta sauce jars seem perfect for re-use. We knew our messaging needed to break through the clutter so we opted for a tone and feel that we hope will do exactly that.”. TM + © 2020 Vimeo, Inc. All rights reserved. (Taxi has worked with a number of Kraft brands over the years.) This article first appeared on MarketingMag.ca, Toronto tech start-up with CPG giant on two ‘test and learn’ pilots, Rebecca Harris/Marketing | September 20, 2016. The head-nodding spot is set to the track “All I Do is Win” by DJ Khaled and T-Pain, and shows the nonnas spraying champagne and dancing in slow motion. In other words, short of making sauce at home, Classico is positioning itself as the next best thing. Dans cette sauce, on retrouve bien sûr des tomates, mais aussi des courgettes, des carottes, du céleri et des poivrons verts. September 20, 2016. Pasta sauce Classico wants customers to know it’s cool with being second best. This is "Classico Pasta Sauce- Second Only to Yours" by SUPERGROUP SONIC BRANDING CO on Vimeo, the home for high quality videos and the people who love them. We were unable to log you in. Quick Peppers and Sausage Rigatoni Alfredo. The email address you have provided does not exist in our database. “But we haven’t launched a fully integrated campaign in over a decade, so for many consumers we probably didn’t stand for much of anything beyond being a delicious pasta sauce,” said Zylber. ... 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The head-nodding spot is set to the track “All I Do is Win” by DJ Khaled and T-Pain, and shows the nonnas spraying champagne and dancing in slow motion. The idea is that “for those nights when [consumers] want to deliver a great meal, but don’t have a lot of time, Classico is the perfect solution,” said Zylber. The New Establishment brings 30 Under 30 in a new direction, starting with media professionals. Get your team aligned with all the tools you need on one secure, reliable video platform. If you are seeing a surge in demand for products, what categories are most in demand. Broadcast your events with reliable, high-quality live streaming. All rights reserved. That insight led to the new “Second Only to Yours” creative platform. The password you have provided is incorrect. Pasta sauce brand launches spot that shows homemade sauce will always win. Parts of Canada are in a second wave of COVID-19. Simple answer…no. Chicken Breast, Al Fresco Sweet Italian Style Chicken Sausage, Classico Sauce (Roasted Garlic and Tomato & Basil), Bell pepper, Onion, Garlic, Progresso Bread Crumbs Italian Style, Your choice of hoagie roll or bread purpledaffodil69. Pasta sauce brand Classico wants customers to know it’s cool with being second best.. A new TV commercial features a group of nonna’s celebrating their win for best-tasting sauce. Classico pasta sauce is one of the most popular jarred Italian sauces on the market and for good reason.