Ragu and Chicken Tonight take new Path in packaging
Ragu and Chicken Tonight, which have been recently acquired from Unilever by Symingtons, have both received new packaging, designed by Path.
The Chicken Tonight range is set to be marketed at the time poor, and its new packaging features a 'post it' note style frame, as a reminder for dinner.
Tom Herman at Path, said: “We are aiming to re-engage with busy Mums shopping for the family. The pack will shout from the shelf that the brand will deliver an easy and delicious meal for all the family from the contents of the jar. Chicken Tonight now has a much stronger product range and includes existing halo products which will help build on existing customer loyalties.
“We’ve abandoned the plated meal cliché on pack preferring to highlight the vibrant ingredients, the brand and the benefits messages. This allows the products to be remarkable rather than just like the rest.”
The Ragu range has been redesigned to promote the Italian-American heritage of the brand, with the aim of giving it a distinctive identity to create brand loyalty.
The brief was to deliver a jar and label package that felt more like the original mason jars from the early 20th century.
Herman added: “People have an affection for, and understand, the significance of Ragu’s heritage: seventy-five years based on an authentic Italian - American recipe. To communicate that, we have worked to find and tell great stories which will connect with consumers and help them appreciate that Ragu just loves making pasta sauce.
“The approach is to infuse that passion and evoke the senses. We are conveying that Ragu is traditional and relevant - a great modern classic which offers good honest value. Previously the packaging design lacked depth and didn’t convey the quality of the brand. We have set about changing all that – both with the jars and the graphic treatment. The brand is now far more engaging and remarkable.”