My take is that they may have missed their target audience with the campaign while the product itself is great.  While it is funny and hip campaign, does the angry chef make the consumer (a mom?) want to buy it?  Also, is she really going to take the time to enter her own video (hasn't this "send your video" contest already been done with a car/cheese/hammer/drink etc campaign?) 

The video on the site is funny, but it still misses the point that these are actually microwavable pasta sauces.  Plus it has no added sugar or artificial flavours/colours.  What an incredible idea!  What a great innovation that fulfills and unmet need!

So my take is - try the sauce.  And leave the sauciness of the campaign. 

http://www.trythesauce.ca">http://www.trythesauce.ca

What do you think?