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.
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 and 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.