Latina Fresh, the General Mills-owned pasta and sauces brand, has launched its first campaign through Leo Burnett Melbourne since the agency's appointment last year.
'Think Fresh think Latina' replaces the 'Tender Latina Care' tagline in a move away from its authentic recipes focussed messaging.
The new work delivers the message that Latina Fresh is the easiest way to prepare a delicious and healthy home cooked meal in minutes.
Leo Burnett account manager Brent Kerby told AdNews the agency had changed direction to make the brand more relevant to its target audience of AB 25 to 55-year-olds.
The TV activity, across programs including Junior MasterChef, Offspring and 7pm Project, will be supported by an extensive radio component, targeting people during evening drive time as they’re contemplating that night’s dinner.
Leo Burnett Melbourne executive creative director, Jason Williams, said: “The pasta category can be fairly bland at times, but this campaign has a fresh tone that will appeal to a broad audience.”
General Mill marketing director Kate Beattie, said: “Latina Fresh is a brand with a wonderful legacy. Leo Burnett has come up with a creative solution that re-engages our consumers in an insightful, light-hearted and compelling way”.
Latina Fresh spent $2.7 million on main media in the 12 months to May, up from $2.4 million in the previous corresponding period, according to Nielsen. Media buying is handled by Mindshare.
Leo Burnett Melbourne was awarded the account in July 2009.
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