DDB California cooks up new campaign for Bertolli

Pasta maker celebrates the joy of preparing food at home

The word "mangia" means "eat" in Italian, and it's part of a new campaign by Bertolli called "Don't Just Eat. Mangia!"

The TV spots for the ConAgra brand launched in early October, coinciding with Italian Heritage MMonth and Bertolli's 150th anniversary.

In each video, we see a couple sharing a moment  as they prepare dinner. The direction shows that while many busy couples don't make time to cook dinner, there is pleasure in unwinding and slowing down.

California copywriter Shaun Oppedisano told Campaign US, "The inspiration for 'Mangia' comes from a very special lady — my Nonna (Italian grandmother). She's an 89-year-old immigrant from Italy who has seen and done it all, including making countless Italian meals, and subsequently telling everyone to 'Mangia!' To Nonna, and Bertolli, a meal is about much more than just eating. It’s about great company, conversation, laughter, and all of the other experiences that happen at the table."

As the campaign matures, it will include interactive elements such as a microsite and offer five lucky people a trip to Naples, Calif.