Ragu is running the mobile and video campaign within Us Magazine’s mobile site. The company is aiming to increase brand awareness as well as get people talking about its products.

“It’s great that brands such as Ragu are starting to use mobile as a way to reach potential consumers and fans of their products,” said Raj Ajrawat, general manager at PeekYou.

“All signs in the industry point to mobile taking a bigger share of an individual’s time, especially as consumers get more smartphone devices with Internet connectivity,” he said.

“Mobile is a great way to reach individuals with relevant ads – in this case, recipes – when they are on the go.”

Mobile sauce
The Ragu mobile ad reads “How do you get your kids to come to the dinner table?”

The Ragu mobile ad

The ad also features a women discussing the problem.

When consumers tap on the mobile ad they are redirected to a mobile landing page where they can view Ragu’s YouTube page, watch videos, as well as get recipes and tips.

Through the recipes feature, consumers can learn how to make meals such as chicken fajita grilled pizzas, Mexican-style meatloaf, country-Italian chicken and potatoes and a baked pasta primavera casserole.

The company is also ramping up its social media efforts by letting users share their favorite recipes, tips and videos with friends and family through their Facebook and Twitter networks.

Social engagement
By incorporating mobile advertising, mobile video and social media, Ragu is able to reach and engage consumers in a big way.

Additionally, by offering them recipes, the company is able to build brand awareness for its pasta sauce products.

“We’re going to continue to see mobile ad spend increase throughout 2012, especially as smartphone adoption coupled with mobile Internet usage continues to grow,” Mr. Ajrawat said.

“More and more businesses and brands are starting to recognize the value of reaching an individual on a mobile screen and will continue to find creative ways to engage with consumers who are on the go, especially since mobile as a share of Internet traffic – compared to desktops – continues to increase,” he said.

Final Take
Rimma Kats is associate editor on Mobile Commerce Daily, New York