Creamette | Brand Positioning
New World Pasta acquired historic brand Creamette without a clear idea of how to position it to consumers. We believed their past was the key to their future. Not only had Creamette created revolutionary advances in making the pasta perfect for mothers cooking in the home, they had a storied past that had been lost over the years. After extensive research with the founding family, we created and tested several brand stories that embraced their equity and elevated pasta to more than a mere pantry stuffer.
Grassroots Marketing | We delivered a double-whammy of grassroots marketing. We took the brand to consumers using traveling food trucks not only to promote the new Creamette brand, but also to do consumer product testing of their new whole wheat line. The traveling Creamette, Prince brand trucks and kitchen trailers crisscrossed across the Midwest promoting the brands at the “grassroots” level, building brand awareness for line extensions and new product introductions.
Creamette Kids Club | We created a “kid’s club” to attract children to fun shaped pasta. We also added games on the box for kids and recipes for mom. Creamette experienced a signiﬁcant sales increase for speciﬁc pasta cuts.
“I have worked with Kennedy Creative on a wide variety of communication projects. They combine communication innovation with a strong strategic brand management understanding. They quickly become part of the planning process then come back with a wide variety of execution options that achieve my goals. They continue to amaze me with the options they create even when we have focused the objective quite tightly. Complementing their creative and strategic strength is an execution team that works very well with all functional downstream disciplines within the company. They deliver on time, consistently and are responsive to the inevitable revisions. My projects become their projects; I feel that they take great pride in their work and the final execution."
Director of Marketing Strategy, New World Pasta Co.
RESEARCH / BRAND AUDITS / CATEGORY AUDITS / MERCHANDISING AUDITS / BRAND POSITIONING / BRAND ARCHITECTURE / BRAND MESSAGING / CATEGORY STRATEGY / BRANDING / DESIGN / PACKAGING / PROCESS SOLUTIONS / COLLATERAL