Turner Duckworth Refocuses Newman’s Own Brand

Introducing New Generation To Newman’s Philanthropy

Turner Duckworth recently partnered with Newman’s Own, Inc., the food and beverage company that gives away 100% of its profits, to refresh and create a new visual identity for the brand. Founded in 1982 on legendary actor Paul Newman’s love of salad dressing, the portfolio of products now includes frozen pizza, pasta sauce, salsa, cookies, refrigerated drinks, and more. Over the years, the initiative has led to donations of more than $600 million to help kids facing adversity and other good causes.



“After 40 years of ‘giving it all away,’ the good people at Newman’s Own approached us to help refocus the brand,” explains David Thompson, Creative Director at Turner Duckworth. “Our goal was to leverage the refresh and new positioning to appeal to a younger audience, continuing the brand’s growth while introducing a new generation to Newman’s philanthropic endeavors through health and delicious foods.”



The agency redefined the brand’s packaging to bring a new, optimistic design approach and allow consumers to better understand the radically good impact they have when purchasing Newman’s Own products. Secondly, the design team created a more disruptive brand presence on the supermarket shelf, utilizing a vibrant and uplifting color palette underpinned by hand-painted food illustrations to showcase natural and authentic ingredients.



Lastly, and with reverence to Paul Newman, the agency reemphasized the brand’s commitment and purpose. Using inviting and punchy stamp language, Turner Duckworth shared the bbusiness model and mission – ‘100% profits to help kids’ – in a way that grabbed consumer attention.



Says Nicole Malcolm-Manyara, Chief Marketing Officer at Newman’s Own: “Our goal with this head-to-toe refresh, which includes a new logo and vibrantly illustrated packaging is to break through on shelves and connect consumers to the impact they are making when they purchase our products. We are excited to see the bright new packaging rolling out now.”