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NEW YORK New World Pasta is reviewing creative chores on its Ronzoni Healthy Harvest line of products.
Dave Heimbecker, director of marketing at the Harrisburg, Pa., client, said the company is considering four undisclosed contenders, adding that the media spend of $5 million for 2006 would “significantly increase” this year.
“It has to be about all the consumer touch points,” Heimbecker said. “There are different places consumers go for trusted information.” The media mix will be heavier in digital than in years past, he said, because “you have households making a lifestyle decision to change from eating regular pasta to whole wheat pasta,” and the Web is one of the primary places consumers go for trusted health information.
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