Ogilvy & Mather has snatched the pounds 3m Ragu Pasta Sauce account
from Ammirati Puris Lintas, as brand owner Van den Bergh tries to boost
the range’s performance against rival Dolmio Pasta Sauce.
The Unilever-owned food division also shortlisted J Walter Thompson, its
other roster agency, to pitch for the account.
It is believed the agency will relaunch the brand to catch up with
market leader Dolmio, which had annual sales last year of pounds 55m
compared with Ragu’s pounds 25m.
Dolmio spent pounds 6.62m on advertising last year, while Ragu’s spent
pounds 1.2m (AC Nielsen-MEAL).
At the same time O&M has scooped the remaining Impulse business from
From next month, the agency will be responsible for the deodorant range
in Latin America, Africa, Central Asia and the Middle East, as well as
its accounts in Europe.
APL retains responsibility for Impulse in East Asia Pacific Group but
has lost around dollars 30m of business in the move.
O&M won the pounds 10m European Impulse account in January 1997.