This is a pretty stupid campaign, if you ask me. “Momma’s sauce” is usually thought of as being rich and flavourful, made with love. “Just like mama used to make.” Plus I don’t recall Australians ever spelling it “momma”, and neither does the Macquarie Dictionary.
So apart from telling your customers that your factory-made canned stuff isn’t made with care, you’re also telling them it’s shipped in from New Zealand — hardly the home of Italian culinary skills.
Or are they trying to turn canned spaghetti into an international symbol of youth rebellion?