Campaign

PREGO: LOVE THE SPLATTER

The Challenge:
For 2 decades, Prego exclusively positioned itself against Ragu with a competitive taste claim. However this puts the brand at parity with the category where ‘taste’ has become the cost of entry, and as a result, Prego's Brand Differentiation suffered from YoY decline while brand switching was at an all time high.

The Goal:
Make Prego matter to families beyond a suace that tastes better than Ragu.

The Strategy:
Reposition Prego from a great tasting sauce to a facilitator of a great family meal.

The Insight:
Families that eat together, stay together.

The power of the family meal transcends beyond just eating together. It has been proven that eating together can combat obesity, strengthen bonds and eradicate differences.

The Idea:
Love the Splatter

Celebrating mess as a symbol of a meal well had, because Prego believes that when families splatter together, they stay together.

To push this further, the campaign broadened the definition of family to feature a range of dynamics and how they benefit from a shared meal.