O&M launches pasta sauce

Unilever-owned Van den Bergh Foods is launching a premium pasta sauce range called Five Brothers with a press campaign created by Ogilvy & Mather.

Unilever-owned Van den Bergh Foods is launching a premium pasta

sauce range called Five Brothers with a press campaign created by

Ogilvy & Mather.



The campaign, which begins on 10 October, includes four executions. They

focus on the quality of the range and the attention to detail that goes

into each pot. They use the strapline: ’Five Brothers. One passion.’



The ads are based on key ingredients. One, at first glance, appears to

be a golden dawn with a red sun rising out of the bottom of the

page.



But it is actually the top of a tomato and the text - ’introducing a

pasta sauce made with sun ripened tomatoes’ - explains the picture.



A second shows a cross-section of an onion, which looks like a

flame.



The line reads: ’Our vegetables are flame grilled.’ A third highlights

the use of pecorino cheese, and a final execution focuses on the fact

that the sauces are free from preservatives.



The campaign was written by Roland Hafenricher and John McLaughlin and

art directed by Nils Andersson and Mark Orbine. Photography was by Tessa

Traegar. Media is through Initiative Media.



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