Victoria
Ingredients Come First
BACKGROUND
Victoria Fine Foods, a Brooklyn-based company founded in 1929, is primarily sold in supermarkets, with additional presence in the grocery sections of mass merchandisers.
CHALLENGE
The pasta sauce category is highly competitive, marked by frequent price discounting, which often leads to low-profit margins.
INSIGHT
Consumers are increasingly focused on clean eating and feeding their families the best, with a preference for natural ingredients and avoiding artificial flavoring.
SOLUTION
We tapped into these consumer priorities by emphasizing Victoria’s core brand truth: Ingredients come first. Leveraging this, we developed a pioneering packaging redesign that placed the product's natural ingredients front and center—a first in the category.
IMPLEMENTATION
Developed a social and digital campaign, including in-market banners and a competitive comparison game, to further engage consumers.
Innovatively redesigned the packaging to highlight the natural ingredients prominently on the front label. Expanded product offerings into Organic and Vegan lines.
RESULTS
Improved brand image, resonating with consumers’ clean eating values. Secured greater shelf placement opportunities in retail. Enabled the brand to increase its pricing power, supported by a strong value proposition.
