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Aldi’s pasta sauce jab resulted in Leggo’s marketing overhaul, says Simplot marketing boss

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21.03.2019

The general manager of marketing for leading food manufacturer Simplot has spoken of the challenges faced by Leggo’s when an Aldi ad implied that all pasta sauces are the same.

Speaking at Mumbrella’s Retail Marketing Summit, Suzanne Harman explained how the 100-year-old Italian sauce brand changed its game plan when Aldi told consumers ‘not to waste their life in the sauce aisle’ and that they should make their decisions based on price.

“With Leggo’s, we’d reached a point where our senior leaders could see that if we didn’t do something we weren’t sure where the brand would be in five years. It was almost at a point where we thought: ‘do........

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