RAGÚ is stirring up hearts and appetites across the U.S. with a new campaign that brings tradition to the table — quite literally. Titled “Nonna Approved”, this creative initiative by agency Digitas puts real Italian grandmothers in the spotlight, blending humor, cultural heritage, and genuine family flavor to celebrate the brand’s iconic sauces.
At the center of the campaign are the “Nonnas” — warm, wise, and proudly opinionated grandmothers who know a thing or two about good sauce. With decades of kitchen experience, they lend their expert stamp of approval to RAGÚ’s Kettle Cooked line, Traditional Old World Style, and Alfredo sauces, all of which boast the slow-simmered taste of homemade cooking.
Combining authenticity with fun, the campaign builds on RAGÚ’s well-known “Man on the Street” strategy. This time, it’s the Nonnas surprising children, families, and even veteran home cooks by showing that RAGÚ sauces — while affordable — don’t compromise on taste. Their reactions? Delight, disbelief, and more than a few second helpings.
For a brand with nearly 90 years of legacy — and the honor of being the first nationally distributed pasta sauce in the U.S. — RAGÚ’s message is clear: quality and flavor don’t have to come at a premium. As one Nonna puts it, “You don’t need Nonna’s kitchen to get Nonna’s flavor.”
The campaign rolls out across multiple platforms, including digital TV, online video, paid social, search, influencer collaborations, and retail media. This summer and fall, RAGÚ will also take over select local markets — including Charlotte, Tampa, and Orlando — with digital out-of-home ads and in-store promotions to spotlight the Kettle Cooked range.
With taglines like “Premium Taste for Less”, “Lotta Flavour”, and “Happy Family”, the “Nonna Approved” campaign isn’t just about sauce — it’s about sharing love around the table. By honoring its roots while speaking to today’s families, RAGÚ continues to blend past and present in the most delicious way possible.
