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ThinkOTB rebrands Paul Newman’s charitable dressing and marinade range

Leeds-based creative marketing agency ThinkOTB has enhanced the premium award-winning brands, Very Lazy and Newman’s Own, with a refresh of their online presence for the UK and US markets.

Both brands are owned by English Provender Company (EPC), which produces award-winning dressings, chutneys, and mayonnaise.

Newman’s Own’s dressings and marinades was established by the Hollywood movie star, Paul Newman, in 1983. It uses all natural ingredients, and all profits are donated to charity – over $580 million has been donated to thousands of charities around the world from sales to date.

Jo Waddington, Managing Director of ThinkOTB, said: “EPC are passionate about fine quality ingredients and are true innovators. They wanted us to give the website of this iconic brand a more modern feel, while aligning to its brand and US presence.”

ThinkOTB has been delivering integrated award-winning brand and communication campaigns to clients for thirty years. It has worked with numerous well-respected UK and global brands including Google, Visa, and Dulux.

Based in Headingley, the agency is named for its approach by ‘thinking outside the box’ and is known as one of the UK’s most creative agencies.

Joanne said: “It was a real privilege to support the Newman’s Own brand and help be part of Paul Newman’s incredible legacy. Proceeds from his dressings range go to thousands of charities around the world, the main one in the UK being Over the Wall, which supports young people with health challenges and disabilities to take part in holiday camps.”

The Oscar-award winning American actor was dedicated to helping make the world a better place. Newman’s Own was one of the first food companies to focus on high-quality ingredients you could find in your own kitchen.

Joanne said: “The website is focused on recipe inspiration, not e-commerce, and we have considered market nuances in terms of product range, content, language, and messaging and have included their social feeds in the new design.”

The Very Lazy brand is known as Very Easy in the States. Think OTB’s work consisted of designing the Very Easy website for the American market to help EPC expand into new global markets.

Joanne said: “Research shows that the name Very Lazy in the US was not popular, the new Very Easy website, will launch on the East Coast in late spring.”

The product range features chopped ingredients and a chilli boost range. It’s known to help cooks get ‘maximum flavour with minimum fuss’ with hacks such as chopped garlic, ginger, and chillies.

ThinkOTB has created a website that includes a brighter colour palette, recipes, and messages to reflect American language and tastes.

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