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
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
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.