Ragu, Bertolli Make Agency Change Under New Ownership
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Havas Worldwide, Chicago is the new creative and digital agency of record for Ragu and Bertolli Italian sauces.
The brands were sold last year by Unilever to Japanese food manufacturer Mizkan Group, which houses the two Italian brands under a subsidiary called R&B Foods. R&B, which is based in suburban Chicago, launched a creative review for the brands that was assisted by Joanne Davis Consulting, New York. Havas will be charged with developing campaigns for TV, radio, print, digital, packaging and in-store promotion.
“Since acquiring Ragu and Bertolli last year, we at R&B Foods have been very excited about the untapped potential of these iconic Italian sauce brands,” said Dan O’Leary, said VP-marketing at R&B Foods, in a statement. “We’re excited to partner with Havas Worldwide to reinvigorate these beloved sauces by creating engaging connections to the brands for new generations of consumers.”
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