New Brand Identity Launches in Q4 2023 with “The Shapes of Ronzoni” Marketing Campaign
ST. LOUIS (Oct. 24, 2023)–Ronzoni, America’s #1 regional pasta brand, is relaunching with a refreshed brand identity and integrated marketing campaign, paying homage to its 108-year heritage while adapting to today’s dynamic shopper needs. The brand, acquired by St. Louis-based 8th Avenue Food & Provisions in 2021, is introducing a new logo, website, and package design to inspire exploration of Ronzoni’s 30-plus pasta shapes and enhance consumers’ shopping experience.
“Consumer insights affirmed Ronzoni’s role as a beloved pantry staple in American households, and the importance of shoppability and shape findability,” said Tricia Schuler, senior director of brand marketing, referring to Ronzoni’s initial package design concepting and testing led by New York-based Bulletproof, Inc. “Understanding pasta consumers’ perceptions and motivations was pivotal in guiding Ronzoni’s new strategy.”
Ronzoni teamed up with St. Louis-based MarketPlace Branding for its positioning strategy, and ultimate visual identity and package design, rooted in an evolutionary approach.
“The new identity bridges Ronzoni’s heritage with its next evolution,” said Shelby White, MarketPlace creative director. “It intentionally preserves familiar elements, such as the primary blue color and arched logo typography, to ensure consumer recognition. Simultaneously, the introduction of a brighter color palette and hyper-realistic pasta shape illustrations enhances shelf visibility and assists consumers in finding their desired shapes or exploring new ones.”
Consumer testing confirmed that the new package design is still recognized as the Ronzoni brand but “better,” associating it with key attributes of modernity, authenticity, and high quality.
This strategic rebranding effort is brought to life through “The Shapes of Ronzoni” marketing campaign launching this fall across an array of channels including social, digital, and in-store media.
“We’re excited for this next chapter in Ronzoni’s story,” remarked Schuler, “and are dedicated to ensuring its continued presence in our lives and on our tables for the years to come.”
To learn more about Ronzoni, visit www.ronzoni.com.
About Ronzoni®
Ronzoni is the No. 1 regional pasta brand nationwide. Founded in Queens, New York, in 1915 by Emanuele Ronzoni, Ronzoni Pasta has been fueling life and all its dynamics for over 100 years. Ronzoni offers an array of pasta shapes and varieties to fulfill consumers’ diverse and unique needs. Owned by 8th Avenue Food & Provisions, Ronzoni Pasta is sold through chain and independent retail outlets primarily in the Northeast, Southeast, and Mid-Atlantic with select distribution nationwide. For more information, visit www.ronzoni.com or connect on Facebook, Instagram, and Pinterest.
About 8th Avenue Food & Provisions, Inc.
8th Avenue Food & Provisions is a leading, private brand-centric, consumer products holding company located in the United States and Canada. It manufactures private brand and branded food products, including nut butter, dried fruit and nut, granola, and pasta, primarily sold to retail, foodservice, and food ingredient customers. 8th Avenue Food & Provisions was formed in October 2018 through a combination of Post Holdings’ private brands businesses and is owned by Post Holdings and other third parties. For more information, visit www.8ave.com.
