RAGÚ, the pasta sauce brand that has been in the U.S. for more than 80 years, announced a major brand relaunch. This includes a packaging redesign across the entire range of RAGÚ varieties, sizes and packaging formats as well as a “cheeky,” new marketing campaign. The campaign plays off the brand's heritage and iconic cap on every jar of RAGÚ. The brand is debuting its new, fully integrated marketing campaign, created by Digitas Chicago.
"We wanted to have a little fun with our brand relaunch campaign, while also reminding consumers that, with a jar of RAGÚ, everyone can feel empowered to make a quick, easy and delicious meal," says Megan Frank, senior vice president of marketing at Mizkan America, Inc., the maker of RAGÚ. The new RAGÚ packaging harmonizes and contemporizes the brand. The redesigned packaging started rolling out nationwide in October and will continue hitting store shelves over the next few months. "RAGÚ has strong equity in its distinctive jar cap, but the yellow cap isn't just a recognizable brand asset— it's a magnet that grabs your attention and pulls the eye in at shelf. As the sauce aisle often has a dizzying array of choices, that can make sauce shopping confusing, the new RAGÚ packaging was designed to help busy shoppers more quickly and conveniently identify their RAGÚ favorites and key sauce attributes,” says Frank.