O&M grabs 2m Ragu from APL

Van den Bergh Foods has dropped Ammirati Puris Lintas from its 2m Ragu Pasta Sauce account and handed the business to Ogilvy & Mather.

O&M and APL, which had handled the account for more than ten years, battled against J Walter Thompson. All three are Van den Bergh roster agencies.

A Van den Bergh spokeswoman confirms O&M’s appointment, but adds: “There are no plans to review the advertising for any other brands.”

APL works on six other Van den Bergh brands, including Batchelors Cup A Soup, Flora and Peperami.

Van den Bergh has revamped the Ragu range by introducing new varieties, jar sizes and packaging. It is understood the relaunch is an attempt to steal market share from the brand leader, the Dolmio Pasta Sauce range, owned by Mars division Master Foods.

Dolmio’s annual sales – 55m – are more than double Ragu’s, and give it a 30 per cent share of the 154m pasta sauce market (ACNielsen).

O&M already handles three Van den Bergh brands – Crisp n’ Dry, Delight and Elmlea.

Van den Bergh Foods is launching a brand extension called Cup A Soup Extra containing pasta pieces.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here