Taking the hassle out of cooking for more then 70 years.
With over 70 years of heritage in home canning and preservation, Mrs. Wages set out to modernize its legacy brand and expand its market presence. The FY24 goal was ambitious: exceed $20 million in seasonal sales while driving category expansion into pectin products at major retailers.
Challenge As Mrs. Wages' loyal Boomer customer base began to age out of the category, the brand faced the challenge of remaining relevant to a new generation of home cooks and DIY food enthusiasts. With increased competition from trend-driven, digitally native brands and limited traditional media resources, the team needed to modernize the brand's presence and storytelling to attract younger audiences without losing its heritage appeal.
1 Step and Instant Mixes
Canning Season
Traditional Canning Season
Strategy Leveraging a fully integrated digital-first marketing strategy, Mrs. Wages connected with consumers across key touchpoints:
This approach reintroduced the brand to a new generation of home preservation enthusiasts—positioning Mrs. Wages as both trusted and innovative.
Mrs. Wages Homepage
Results Through data-driven creativity and strategic digital integration, Mrs. Wages revitalized its presence, connected with a new generation of consumers, and set a new standard for growth—showing that even heritage brands can thrive in the modern digital marketplace.
Helping Mrs. Wages modernize a 70-year-old legacy brand was an incredible opportunity. We transformed their approach with digital-first marketing, expanded their reach to younger audiences, and proved that even heritage brands can outperform when they embrace innovation.
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