Ragú: Packaging redesign
Agency: PathClient: SymingtonsBrand: RagúCategory: Packaging: Branded food
Executive summary
Ragú was relaunched in July 2012, following Symington's purchase of the brand from Unilever in 2011.
In only 7 months, and despite a 2-3 month turnover from old to new packs on-shelf, the brand has had a significant impact on a challenging and crowded sector.
There has been no advertising.
Did we achieve the client's original objectives for the redesign?
Symington's wanted to:
- Move Ragú towards becoming the no.2 challenger brand (Dolmio being no. 1).
- Give it a credible, relevant Italian/American...