Ragu Launches Hispanic Ad Effort.

Unilever Bestfoods’ Ragu Sauce launched a Spanish-language television advertising campaign for the first time ever in the U.S. The campaign capitalizes on the growing Hispanic market and communicates the appeal of Ragu sauces to the “Latino” taste with the theme “Make them fall in love with Ragu.” The ad captures the magic of the moment where nothing else matters but the enjoyment of a meal made with Ragu.

The new campaign consists of thirty and fifteen-second versions of the spot and is supported through integrated marketing activities including radio advertising, promotions, sweepstakes, and in-store efforts. Created by Mendoza Dillon and shot in Argentina by award-winning director Javier Nir, the family takes center stage in these heartwarming ads that convey how a family “falls in love” with Ragu.

“Our new campaign captures the essence of the Hispanic mom, who demonstrates her love for her family through her cooking and feels proud when her loved ones truly enjoy it,” said Claudia Trujillo, Brand Manager for Ragu.

The “Fall in Love with Ragu” campaign launched last month in four of the top U.S. Hispanic markets and is scheduled to run throughout the year.