Ragu draws on heritage with revamp by Path

Ragu has been bought from Unilever by Symingtons and Path was tasked with highlighting the brand’s Italian-American heritage.

The brief was to deliver a jar and label package that felt more like the original mason jars from the early 20th century. The new jar has heavy embossing and a feel like a mason jar. The branding has been simplified and redrawn with a rustic label texture.

According to Path, the key focus of the labels is the Ragu story with ingredients and featuring a portrait of Assunta Cantisano illustrated in a 1930s ‘Norman Rockwell’ style.

David Cherrie, marketing controller at Symingtons said: “Ragu is the original pasta sauce, created in Rochester New York by the Cantisano family in 1937, so there is a real brand story to be told. We asked Path to use this to give Ragu a credible, relevant personality and positioning and revive it in consumers’ eyes as the original pasta sauce.”

Tom Herman at Path added: “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.”