PRIMO GIVES PASTA LINE A MAKEOVER
By Adnews Staff
Italian food marketer, Primo of Toronto, has revamped its line of pasta and pasta sauces. The company has given the line a new look with its redesigned packaging and added a new line of sauces under the Thick & Zesty name. The sauces come in six varieties: Hot & Spicy, Tomato & Onion, Tomato & Basil, Garlic & Herb, Romano Cheese & Basil, as well as Original Recipe. In addition, the company has enhanced its canned tomato offerings with three new flavors: Roasted Garlic & Basil, Sundried Tomato and Spicy Red Pepper Chunky Tomatoes. The revamped line will be promoted using TV ads early next year created by Harrod & Mirlin/FCB of Toronto. The ads will be in English, French and Italian. Consumer and trade magazines may also be used, although this hasn't been confirmed. In-store merchandising units will provide consumers with all the ingredients and information they need to prepare Italian meals at home. Beginning in December, Primo will offer the most current recipes on its new Primo Italian Kitchen Web site. The site will also feature the latest Primo news and cooking tips from Culinary Team Canada. Tudhope & Associates developed the new packaging for the Primo brand. Otis Sauter Partners produced the consumer promotional material and is assisting Cyberplex Interactive Media with Web site development. Strategic Objectives is handling PR. All agencies are based in Toronto.