R&B Foods Launches New Ragú Campaign, ‘Simmered in Tradition’

Chicago, IL – October  1, 2015 – Havas Worldwide Chicago today announced the launch of “Simmered in Tradition,” a new campaign that puts a modern spin on Ragú’s heritage story, making millennials take notice of a brand they thought they already knew. The first work to debut since Havas Worldwide Chicago was named Creative AOR for R&B Foods earlier this year, the integrated campaign, which spans TV, print, digital, social and Hispanic marketing, reinvigorates the classic American brand by anchoring it in an authentic, brand narrative that strikes a chord with family-focused millennials.

There are more than 500 different varieties of Italian sauces, and creating a point of difference in a mature, saturated market is a huge challenge. “For Ragú, we didn’t struggle to unearth the idea. It’s no secret that digital technology has given consumers incredible access to personal information, and discovering their genealogy and family history is a major cultural trend in the U.S. People are hungry for the emotional reward that comes with learning about their own ancestry. So we tapped into Ragú’s incredible brand history to create a rich, evocative narrative that appeals to millennial audiences,” said Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago & North America. “Assunta Cantisano was an Italian immigrant who fed her family during The Great Depression by selling her sauce from the front porch of her house. That’s a powerful story that resonates with modern women and moms working hard to provide for their families,” Peterson added.

“Since acquiring Ragú last year, we’ve been working to reinvigorate this beloved sauce brand,” said Dan O’Leary, VP of Marketing, R&B Foods. “Our aim is to create engaging connections to the brand for a whole new generation of consumers. At R&B Foods, we’ve always been excited about the untapped potential of the inspiring story of Ragú’s founder, Assunta Cantisano. We believe the new advertising brings this story to life in a way that’s a real tribute to a woman who was a true pioneer. Beyond the appeal of the narrative, the campaign showcases our high quality ingredients such as vine-ripened tomatoes and no high fructose corn syrup, so consumers can feel good about serving it to their families.”

The “Simmered in Tradition” TV spots that launch nationally on Monday, September 28, 2015 feature upbeat music and scat-style voiceovers coupled with vintage-inspired imagery and artistic food shots. “Our creative approach is influenced by slam poetry. It’s a powerful art form that can express an intensely emotional story, much like Assunta Cantisano’s journey,” said Jason Peterson, Chief Creative Officer, Havas Worldwide Chicago & North America.

About Havas Worldwide Chicago
Havas Chicago is an agency committed to reinvigorating iconic American brands through cultural relevance. We bring an unmatched understanding of Millennials’ mindsets and behaviors, and a passion for embracing the emerging trends shaping business and pop culture. Part of Havas Worldwide (Euronext Paris SA: HAV.PA), a leading integrated marketing communications agency and the first to be named Global Agency of the Year by both Advertising Age and Campaign in the same year, we fuse an independent spirit with global scale, and are united by a shared mission to be the world’s best company at creating meaningful connections between people and brands through creativity, media and innovation. Learn more at our website: www.chi.havasworldwide.com, our blog: www.havashivemind.com or follow us on Twitter, Facebook and Instagram.

About R&B Foods, Inc.
At R&B Foods, Inc., our mission is to bring flavor to life on America’s tables with high-quality, best-selling foods like Ragú and Bertolli pasta sauces that make mealtime easier and life more delicious. We’re part of the Mizkan Group, a family-owned, global purveyor of superior quality vinegars, sauces and condiments based in Handa City, Japan. The Mizkan Group has been helping the world connect over mouth-watering meals for over 200 years.

Primary Contact:
Celia Jones
Chicago Group Brand Director
Havas Worldwide Chicago
(312) 640-3079
[email protected]