Ragu: The Family Reserve

360 CONSUMER ADVERTISING CAMPAIGN

Italian-Americans have always rejected fake jarred sauces — too sweet, too processed, too far from what Nonna would make. But there’s one thing they’ll always respect: The Godfather. In this conceptual campaign, The Don becomes the face of Ragú: The Family Reserve, a new line of sauces crafted with real ingredients imported from Italy. The 360° campaign includes out-of-home advertising, a social media carousel, package design for the new line, kitchenware and branded merch, a website featuring confidential Italian recipes and a commercial parodying the film’s opening scene to introduce the sauces. With the Don in charge, this is a sauce you simply can’t refuse.