Newman’s Own is betting on its purpose-driven heritage to engage millennials, shifting focus from the baby boomers and Gen Xers who grew up with the brand. The company, known for its salad dressings, juices, and sauces, is rebranding under new leadership to appeal to a younger demographic that may not recognize founder Paul Newman.
Mark Anthony Edmonson, the brand’s Chief Marketing Officer, believes millennials are increasingly driven by values. He points to a report from CapitalOne Shopping showing that 47% of millennials think companies should take social stances, while 31% show stronger loyalty to brands that align with their values. The company is leveraging these trends by highlighting its promise to use good ingredients and its long-standing commitment to donating 100% of profits to charity.
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To communicate this message, Newman’s Own is refreshing its packaging and product lines. The company replaced the old taglines “100% of profits to charity” with “Great Ingredients. Greater purpose,” and updated messaging on pizza boxes to include protein callouts. This refresh aims to address skepticism from younger consumers who often distrust large consumer packaged goods companies and might question where the money actually goes. So far, the new packaging has rolled out for pizzas, dressings, and beverages, with the rest of the portfolio planned for updates in late 2024 or early 2025.
Edmonson describes the company as a “challenger brand” competing against companies with significantly larger marketing budgets. To win over this demographic, the brand is adopting a “scrappy” strategy that includes meeting the needs of home cooks with new globally-inspired flavors and targeting the functional benefit space through products rich in antioxidants and protein. This approach allows the company to connect with millennials who are looking for products that fit both their culinary experiments and their health goals.
Authentic content and retail strategy
The brand is also overhauling its social media approach to sound less scripted and more authentic. Instead of using large creators with descriptive messages, Newman’s Own is partnering with content creators who genuinely believe in the company’s story. This shift is evident in recent campaigns that tapped into viral trends, such as the “That’s my why” trend on TikTok, where the company shared a reel of photos of Paul Newman set to an instrumental song.
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The post, which began with the text “Paul Newman didn’t just start a food brand…”, received nearly 20,000 likes and 331 shares, helping the company gain around 900 new followers. The brand has also collaborated with smaller creators and local businesses, such as a Connecticut bakery that developed dot cakes using Newman-O’s cookies. These efforts are supported by retail media activations at major retailers like Walmart, Target, and Kroger.
Edmonson says this focus on authenticity and mission is essential for building relevance with the millennial consumer. The company’s history of giving more than $600 million to charity—supporting nutrition education, indigenous food programs, and inclusive summer camps—provides a foundation that resonates with younger shoppers who want to feel their purchases support a cause. By making the philanthropic message central to its identity, Newman’s Own hopes to secure its place in the next generation’s refrigerators and pantries.
