THE CREAMETTE MACARONI CO. | Case study

REVITALIZATION STRATEGY

CHALLENGE

One of the largest retail branded pasta manufacturers in North America wanted to elevate the brand presence of one of the oldest pasta brands, The Creamette Macaroni Company. The company had recently acquired the historically significant brand without a clear idea of how to position it to consumers. Kennedy Creative was approached to research historical facts and people associated with the brand and develop a re-image strategy that would increase sales.

STRATEGIC SOLUTION

• Research to identify principals, events, and milestones that defined the brand origins and historical context.

• Develop a historical brand document that archived company founder photos, documents, and business artifacts.

• Repositioned the brand with new packaging, historical messaging, and information architecture.

RESULT

The historical research revealed that this brand had previously created revolutionary advances in pasta manufacturing (time saving improvements making it perfect for busy mothers cooking in the home). The products storied past had been lost over the years and saved by family members of the late founder. The company was directed to use those stories that added to the brand’s equity and that elevate the consumer image and perception of the pasta to more than a mere pantry stuffer. The brand packaging and messaging were updated and graphically rebuilt to leverage the unique historical relevance with current customers. The information architecture reset created product segments to better help consumers understand pasta usage and more easily identify assortment choices.