Mizkan Megan Frank Brand Modernization Strategy
Modernizing Century-Old Brands: lessons from mizkan
Table of Contents
Published October 7, 2025
Mizkan, a 221-year-old family-owned food company-the parent company of iconic brands like Ragu, Bertolli, Nakano, and Zing Zang-demonstrates that legacy brands can evolve and thrive in today’s dynamic market. The company’s SVP of Marketing and R&D discusses strategies for maintaining brand relevance while honoring a rich heritage.
A key to Mizkan’s success lies in balancing preservation of core brand assets with modern marketing activations. This approach allows the company to engage new consumers without alienating its established customer base.
Empowerment and Agility
Despite its long history and family ownership,Mizkan fosters a culture of empowerment and accountability. This internal structure enables rapid decision-making and cross-functional collaboration, allowing the company to respond quickly to market changes. The implementation of frameworks like Objectives, goals, Strategies, and Measures (OGSM) connects long-term vision to actionable short-term steps.
consolidating media and shopper marketing under a single team has further streamlined operations, creating more cohesive and effective consumer journeys.
Data-Driven Retail Partnerships
Mizkan leverages a custom measurement model to drive accountability and shift conversations with retail partners toward results-based planning. This data-centric approach ensures that joint business planning is focused on measurable outcomes, optimizing retail performance and maximizing return on investment.
Key Takeaways
- Speed and Accountability: Clear vision and empowered teams enable legacy brands to move with agility.
- Evolving Relevance: Combining timeless brand elements with contemporary activations is crucial for engaging modern consumers.
- Data-Driven Results: A robust measurement model facilitates data-backed discussions with retailers, focusing on performance and outcomes.