Little Big Brands Lets Chef Boyardee Cook In Brand Refresh

• Ninety-eight-year-old Chef Boyardee recently underwent a refresh courtesy of Little Big Brands, aiming to change the brand’s energy and give it a voice that fits today’s homes.
• Packaging is modernized and streamlined, and the chef is prominently featured on boxes and can labels.

Chef Boyardee has been around for nearly a century and was launched in 1928 by Italian chef Ettore Boiardi. His spaghetti sauce was so popular that Boiardi began selling it and eventually branched out into complete canned pasta meals. At the time, most Americans were unfamiliar with Italian cuisine, so Boiardi’s packaged foods introduced it to many.

It’s easy to scoff at jarred pasta sauce or cans of spaghetti. Still, Chef Boyardee has endured for decades, so it clearly hits a sweet spot for many, especially when a complete meal in a bowl is only a can opener away.