Ogilvy & Mather has created a spoof cookery TV programme for its
launch campaign for Van den Bergh Foods’ Ragu Speciale sauce.
The commercial breaks on 2 March and demonstrates how to use the new
bolognese, which comes in two jars.
The ad opens with game show-style music and the title, ’Cooking with
Ragu’. Two presenters, a large buxom woman and a small man, speak with
laboured Italian accents.
The woman represents the bigger of the two jars, while the man is more
like the smaller jar.
The pair slowly begin to argue as they demonstrate how to prepare the
sauce and get jealous of the camera’s attention.
Canned laughter erupts as the pair talk in double entendres.
The man then tells viewers that the sauce is as Italian as he is and
when the woman informs him that it is actually made in Britain, an
The studio lights fade as the fight continues in the shadows and the
commercial ends with a voiceover saying: ’Ragu Speciale. Two Jars. One
The commercial was written and art directed by O&M’s former executive
creative director, Patrick Collister. It was directed by John Lloyd
through Spectre films. Media buying is by Initiative Media.
Matt Blossom, the senior brand manager at Van den Bergh Foods, said: ’We
wanted to communicate to women who enjoy adding that special twist to a