Creative in association withGear Seven

Step Up to the Stove and ‘Cook Like a Mother’ with RAGÚ Sauce

Advertising Agency
New York, USA
Digitas campaign celebrates making home cooking simple

RAGÚ and Digitas have collaborated to launch 'Cook Like A Mother', a campaign that empowers everyone to step up to the stove and feel confident in the kitchen by using the brand’s traditional Italian sauces. 

RAGÚ has been a family favourite since 1937 by providing delicious homemade meals that bring the whole family to the table. The campaign goal is simple: make home cooking a celebration again – taking aim at everyone, regardless of gender or culinary skillset, reminding them that, with a jar of RAGÚ sauce in hand, anyone and everyone can “Cook Like A Mother”.

With everyone spending more time at home, the need for convenient, budget-friendly comfort food has become a fixture in most of our lives. This campaign recognises and celebrates the cook, acknowledges that family is what you make it, and leaves category conventions behind.

In the first spot, we see a hungry firefighter ask, "who's cooking today?" Someone replies, "Rodriguez." "Oh, Rodriguez? You know he's in there cooking like a mother." The final clips show the firefighter cooking with RAGÚ while his co-workers gather around the table, ready for a delicious meal.

In the second, a grandmother ends her Bridge game early because she is going to her granddaughter’s house for dinner. "Chrissy cooks?" her friend asks. "She cooks like a mother."  "Like a mother?" "Like a mother."  We then see her granddaughter preparing a traditional Italian dish, Stuffed Shells, and using RAGÚ sauce to top off the meal.

“We wanted to have a little fun with our brand relaunch campaign, while also reminding consumers that, with a jar of RAGÚ, everyone can feel empowered to make a quick, easy and delicious meal,” said Megan Frank, SVP, marketing, at Mizkan America, Inc., the maker of RAGÚ. “RAGÚ has strong equity in its distinctive jar cap, but the yellow cap isn’t just a recognisable brand asset— it’s a magnet that grabs your attention and pulls the eye in at shelf. As the sauce aisle often has a dizzying array of choices, that can make sauce shopping confusing, the new RAGÚ packaging was designed to help busy shoppers more quickly and conveniently identify their RAGÚ favourites and key sauce attributes.”

“We are excited to partner with RAGÚ and be a part of the iconic brand’s relaunch,” said Tim Mattimore, executive vice president/executive creative director, Digitas. “This campaign was inspired by the fact that RAGÚ is the kind of comfort food that can act as a love language to your family; that food isn’t just fuel -- it’s a culture, an identity, and a sign of love. And Cooking ‘Like A Mother’ means creating an amazing meal even if you are not a mother or a skilled cook. It means stepping up to the stove with confidence and serving up homemade meals with pride.”

Work from Digitas USA
The Merger
Love Park
CNCH Picaras