David Bellm

March 11, 2015

3 Min Read
Packaging concepts: Newman’s Own reinforces brand with new packaging and ad campaign
Newman's Own



Salad dressing, the original inspiration for Newman’s Own, Inc., was first developed in Paul Newman’s basement in 1982. Twenty-eight years and 20 varieties later, Newman’s Own, Inc. continues to nourish the flagship product to ensure the longevity of the founder’s fundamental mantra of ‘from salad dressing all blessings flow.’

New Packaging Dresses Up Dressings
In the heart of salad season, Newman’s Own unveils a new and more vibrant packaging for Newman’s Own salad dressings. Light-white parchment labels help underscore the premium, all-natural look of the brand while unifying the product line and brightly positioning it among a crowded salad dressing aisle.

The new labels maintain a prominent image of Paul Newman as various amusing characters, festooned in a variety of thematic costumes that reflect assorted dressing flavors.

Newman’s Own new dressing packaging strengthens communication of two key points fundamental to the high quality of Newman’s Own products and the philanthropic mission of the company: ‘All Natural’ and ‘All profits to charity.’

Pass The Poppy!
Consumers demand choices in salad dressings; Newman’s Own wide variety of offerings satiate a spectrum of desires. The latest new flavor to join the family is Newman’s Own Poppy Seed salad dressing, the only all-natural poppy seed dressing on the market priced competitively with other premium national salad dressing brands.

Delivering on the all-natural claims, Newman’s Own Poppy Seed dressing contains no high fructose corn syrup or modified food starch. It is a distinctive blend of sweet and savory, and it complements the other Newman’s Own creamy dressings, Honey Mustard and Creamy Caesar, all suited for dressing a salad or for dipping vegetables.

Advertising Is Turning Lettuce Heads and Has Salads Dancing on Salad Bars
True to its original irreverent and light-hearted advertising, Newman’s Own is stepping out with a national print and digital campaign that is putting salads to work while conveying the strength of the original ‘kick in the derriere’ product with a robust taste.

The “Flavors That Will Get Your Lettuce Dancing on the Salad Bar” advertising brings the leafy vegetables to life at the suggestion of the full-bodied flavors of Newman’s Own salad dressings. The emphasis on the taste profile is featured in the advertising which will run nationally in an extensive variety of women’s and parenting magazines throughout the height of the salad season, including: People, Bon Appetit, Cooking Light, Self, Parents and Redbook.

Complementing the print advertising is a digital campaign focused on the brand’s all-natural appeal, “Completely Irresistible” that appears on allrecipes.com. http://allrecipes.com/Recipe/Newmans-Own-Honey-of-a-Salad/Detail.aspx

A July national full-page FSI “turned lettuce heads” and delivered a $.75 off one purchase offer on Newman’s Own salad dressings and a link to www.newmansown.com for inventive salad recipes.

Continued Leadership In Premium Salad Dressings
As a leader in the premium segment of pourable salad dressings, the Newman’s Own brand is the best-selling line of all-natural dressings on the market; #2 selling premium brand of pourable salad dressing, and through its Lighten Up!® options, is the #2 selling line of premium light pourable salad dressing (Source: IRI 12 weeks ending May 16, 2010 for Total US).

“With our salad dressing business as the foundation for the continued success of Newman’s Own, we are committed to building it by helping families make easy and delicious salads and meals with our all-natural dressings,” according to Mike Havard, vice president of marketing at Newman’s Own.

Committed to outstanding product quality, Newman’s Own now offers nine select salad dressings made with extra virgin olive oil (EVOO:) Greek; Balsamic; Light Red Wine; Olive Oil & Vinegar; Creamy Caesar; Family Recipe Italian; Light Italian; Light Balsamic and Caesar.

Newman’s Own, in a recent collaboration with an on-line community of food bloggers at www.Foodbuzz.com, has discovered the culinary talents of loyal consumers nationwide. New recipes incorporating the use of Newman’s Own products are freshly harvested each week. Visit the Family Food Bites section at Foodbuzz.com at http://www.foodbuzz.com/family_bites

SOURCE: Newman’s Own, Inc.


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