Ragú and Bertolli's New Owner Seeks an Agency to Turn Castoffs Into Crown Jewels

Unilever sold the non-core brands last year

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Like with sports teams and their players, one corporation's castoffs can become another's superstars.

That's the hope of Mizkan Group, which last year acquired Ragú and Bertolli pasta sauces from Unilever for $2.1 billion and now is searching for a new agency to handle both. Brands that were modestly supported at Unilever are getting the royal treatment from their new Japanese owner. 

"Certain talent, athletes or certain brands can get reborn if put in the right situation," said Lenny Stern, a partner at ad agency SS+K, which is not involved in the review.



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