CASE STUDY: MAMA ROSIE’S - REBRAND

Situation: For over 40 years, Mama Rosie’s has been a trusted source for delicious, traditionally made, frozen Italian dishes throughout New England and the surrounding region. However, in a world of fancy food startups and trendy consumer food brands, Mama Rosie’s began to feel dated. So, they enlisted the expertise of Matter to reinvigorate the brand.

Strategy: Today’s consumers are looking for authenticity in their food, with wholesome ingredients and traditional preparation. To highlight the Old-World appeal of Mama Rosie’s for a contemporary audience, Matter uncovered the history, highlighting the real Mama Rosie and her culinary concepts across all their collateral. By shining a light on the brand’s authenticity, we bridged the traditional roots to today’s hungry consumers at every touchpoint — from videos to the website to the packaging.

Results: To capture consumers’ attention and imagination, Matter got to work on a packaging and consumer brand refresh, updating Mama Rosie’s brand logo, packaging and — most importantly — story. Adding our design and storytelling prowess to over 30 packages, the website, videos, social channels and marketing, we delivered an attention-grabbing, compelling range of assets to help Mama Rosie’s appeal to a younger audience and continue to thrive.