Leggo’s, one of Australia’s most established pantry brands, was seeking a bold repositioning.
With competitors gaining momentum and skewing younger, Leggo’s needed to refresh its image—becoming more culturally relevant, contemporary, and exciting for a new generation of food lovers.
We identified Melbourne Food & Wine Festival (MFWF) as the ideal partner to gain cultural capital: a tastemaker brand with credibility among culinary enthusiasts, food media, and trendsetters. The festival gave Leggo’s an authentic and exciting platform to re-enter the conversation and lead the passata category with flavour, heritage, and heart.
In collaboration with MFWF, we developed Something Saucy—a limited-time pasta pop-up with cult-favourite Northside restaurant Super Norma and its dynamic chefs, Marco and Luca.
This was not just a food stall; it was a celebration of bold flavour and creativity. Together, we reimagined Super Norma’s signature Pasta alla Norma using Leggo’s Gourmet Passata, elevating the product as a hero ingredient in a high-end, festival-worthy dish.
