Ragu is joining food giant Unilever’s crusade to turn Knorr into a top 10 UK food brand within two years.
The Italian sauces stalwart is the latest of the food giant’s jarred ranges to go under the banner after Chicken Tonight
was given a similar Knorr makeover in August 2002.
Unilever plans to mark the crossover with Ragu’s first advertising campaign for five years as part of a £10m support push behind the whole Knorr range, which also includes the Vie soups, Knorr meal kits and Simply Sausages, Chinatown and Sizzle & Stir sauces.
The new backing for the £25m Ragu brand [Information Resources, 52 w/e October 4, 2003] includes improved recipes across the 10-strong offering and a new look aimed at increasing shelf stand-out. The brand will also star in one of three new TV executions for Knorr. The first breaks at the end of this month.
Category manager Mike Miller said: “Ragu is a perfect fit for the Knorr brand. We are not only revitalising a brand that still has huge potential for growth, but also strengthening the overall Knorr portfolio.”
However, one buyer doubted Unilever’s wisdom of throwing yet another stalwart performer under the Knorr banner. Allan Clark, senior buyer at Budgens, said: “Knorr is important to Unilever, but it isn’t important to consumers.”
Simon Mowbray