DDB California says Mangia! for ConAgra’s Bertolli

Cristina Blanaru Ads, Creativity

DDB California created a new US campaign for  ConAgra’s Bertolli brand, launched on October 5th under the tagline, “Don’t Just Eat. Mangia!”. The campaign was launched in the same time with October’s Italian Heritage Month and with Bertolli’s 150th anniversary.

ConAgra Foods underwent a new brand positioning for the launch of his integrated effort, which introduces a category-breaking direction for Bertolli.

The focus of the campaign is “Mangia”, introducing America to an Italian word foreign to many and to an elevated Italian dining experience. Bertolli is celebrating the entire Mangia experience around the meal – including great company, laughter and conversation.

The campaign includes TVCs and digital executions, along with consumer promotions, in-store, social and PR.


A new Mangia microsite launching in November will reinforce the call-to-action, empowering consumers to share their #mangiamoment with friends, while an influencer partnership also gives their followers a chance to win one of five trips to Napa, CA.

Credits:

ConAgra Foods

VP & General Manager: Jenn Freeman
Brand Director: Derek Neeley
Brand Manager: Ben Reynolds
SVP, Content Creation: Dave Linne
Sr. Director, Content Creation: Dennis Bannon

DDB California
Creative Director: Jonathan Byrne
Art Director: Andre Cabral
Copywriter: Shaun Oppedisano
Head of Production: Jon Drawbaugh
Sr. Producer: John Riddle
Group Account Director: Kristin Barbour
Account Director: Michael Bukzin
Account Manager: Callen Gustafson
Planning Director: Mark Rovai
Project Manager: Maggie Dieringer
Content Business Manager: Lisa Falvo
Business Affairs Manager: Angela Eddleman

Society
Director: Austin Wilson
Director of Photography: Wyatt Troll
Executive Producer: Harry Calbom
Head of Production: Rebecca Parenteau
Producer: Robert Morales

The Academy
Creative Director of Post: David Viau
Executive Producer: Mike Holm
Producer: Guti Rosado
Editorial/Post: Butcher
Editor: Nick Pezzillo
Assistant Editor: Ryan Gee
Colorist: Mark Todd Osborne
Colorist Assistant: Steven Williams
Flame Artist: Gavin Miljkovich
Executive Producer: Rob Van
Producer:Alexa Atkin

Beacon Street Studios
Composer: Andrew Feltenstein
Composer: John Nau
Executive Producer: Adrea Lavezzoli
Executive Producer: Leslie DiLullo
Mix & Sound Design: Beacon Street Studios
Mixer/Sound Designer: Mike Franklin
Mix/Sound Design Assistant: Aaron Cornacchio
Executive Producer: Erin Reilly