After a five-year silence, Classico needed to reintroduce itself to a new generation of millennial families—busy, quality-driven home cooks who want to cook from scratch but don’t always have time to cook from scratch. The ask? Shift perceptions from “just another jarred sauce” to a shortcut to homemade that doesn’t mean cutting corners.
The spots imagined pasta shapes longing for something more—melodramatic monologues from ravioli, rigatoni, and fettucine showing just how tragic food can feel without sauce. Crafted with cinematic flair and humour, the work made home chefs with Classico in hand, a hero. OOH and digital pushed the power dynamic—reminding our target they hold the sauce that transforms dinner. Contextual placements disrupted dinner searches with a clear call: stop scrolling, start cooking.
