During the great depression, an immigrant mother from Naples, Italy turned a family recipe into an American icon, RAGÚ. It was staple in households everywhere… until it wasn't.
Over time the category grew, and RAGÚ, was old news…
Then the pandemic hit, and people got burnt out on cooking every meal, every day.
So how do you reinvigorate a tired brand and consumer base?
By turning our heritage into a badge of honor. Because to cook like an Italian mother, is to cook like a mother fucker!
The cheeky, consumer-driven call to action got people’s attention. The RAGÚ jar’s signature yellow lid became the canvas for a bold new look and feel—standing out from the competition in the sea of red.
We served up much-need inspiration – and simple meal solutions – to the millions of Americans who were burnt out on cooking.
By helping them step up to the stove and slay supper with ease, we showed the world that ANYONE can Cook Like A Mother. No matter who you are or how full your plate.
THE RESULTS:
Best Rebrand Finalist at the Ad Age A-List & Creativity Awards
Silver / Food & Beverage + Finalist for Rebrand Campaign / The Shorty Awards
Silver/ Rebranding, Repositioning or Reintroducing Brand Marketing / REGGIE Awards
