Ragu's "Mama's Sauce" campaign was a memorable and long-running advertising campaign that aimed to position Ragu as a brand offering authentic and homemade-tasting pasta sauces. The campaign featured the slogan "That's Italian!" and often depicted a wholesome family dinner scene reminiscent of traditional Italian cooking. Here's an overview of the campaign:

1. Slogan: "That's Italian!" was the primary slogan associated with the "Mama's Sauce" campaign. It was a play on the idea that Ragu's pasta sauces tasted so authentic that they could be mistaken for homemade Italian sauces.

2. Authenticity: The campaign emphasized the authenticity of Ragu's pasta sauces, suggesting that they were made with high-quality ingredients and secret family recipes, just like a traditional Italian meal prepared by a loving grandmother (referred to as "Mama").

3. Family Dinner Scenes: Many of the campaign's advertisements depicted warm and inviting family dinner scenes. These scenes often featured a family gathered around the dining table, enjoying a delicious meal made with Ragu pasta sauce.

4. Emotional Appeal: The campaign sought to tap into consumers' emotions by evoking feelings of nostalgia, comfort, and togetherness associated with homemade family dinners. It aimed to position Ragu as a brand that could help consumers create these cherished moments at home.

5. Product Range: Ragu's "Mama's Sauce" campaign promoted a variety of pasta sauce flavors and options, including traditional marinara, meat sauce, and alfredo sauce. The campaign highlighted the versatility of Ragu sauces for different pasta dishes.

6. Consistency: The campaign remained consistent in its messaging over the years, reinforcing the idea that Ragu's sauces were a trusted choice for Italian-inspired home cooking.

7. Advertising Channels: Ragu used various advertising channels, including television commercials, print ads, and digital marketing, to reach its target audience. Television commercials, in particular, showcased the heartwarming family dinner scenes and the role of Ragu in creating these moments.

8. Evolution: While the core message of authenticity and "That's Italian!" remained, the campaign evolved over time to stay relevant and appeal to changing consumer preferences and tastes.

Ragu's "Mama's Sauce" campaign was successful in positioning the brand as a go-to choice for convenient yet authentic-tasting pasta sauces that could help families create memorable and delicious meals at home. The emotional appeal of the campaign, combined with the depiction of traditional Italian family dinners, resonated with consumers and contributed to Ragu's brand recognition in the pasta sauce market.