Ronzoni + Dreamfields
THE SITUATION
The 100-year-old brand, Ronzoni, had maintained a solid second position in the dry pasta category for years, but was losing its footing as it was squeezed between pricier premium offerings and lower-cost private label brands. Ronzoni sought to reinvent itself while maintaining its heritage and reimagining what “affordable quality” means to today’s modern and culinary inspired pasta shopper.
WHAT WE DID
We amplified the consumer values that would provide the greatest impact and opportunity for sustained growth for both Ronzoni and its sister brand, Dreamfields. Informed by strategy, we developed and executed transitional campaigns that established Ronzoni’s position as the comforting go-to pasta that brings people together and launches new culinary adventures.
Through digital, social, and shopper media, we got people to think about Ronzoni as more than a pantry staple. Breathing fresh life into the brand converted more shoppers over the year prior and gained the brand more distribution with key retailers.