Agency:
Client:
The beautiful story of Ragú’s humble beginnings had never been shared with its consumers. So when Symington’s acquired the brand in 2011, they immediately set about emphasising the Italian-American heritage of the sauce, in an attempt to recapture a waning market.
Path undertook this sizeable rebranding project, delivering assets across the board. With a more traditional and user-friendly jar, a simplified design style, and a stirring tale of heritage brought to the fore, Ragú reappeared in the market ready to achieve its vast ambitions.
Agency:
Client:
Symington’s wanted to launch an authentic Ramen noodle brand that epitomises the company’s entrepreneurial spirit and to fill a gap in the market by tapping into the growing demand for Asian fast food. They also wanted to maximise the pull of ‘packed’ work lunches and the opportunity afforded by a commodity category which alienates many consumers.