Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

‘Talking’ jar brings innovation to traditional category

Francesco Rinaldi pasta sauce brings its brand icon, Mrs. Rinaldi, to life with an augmented reality label that enables the company to engage a new generation of consumers.

The vivacious Mrs. Rinaldi, speaking in her charming Italian accent, is featured in three separate messages.
The vivacious Mrs. Rinaldi, speaking in her charming Italian accent, is featured in three separate messages.

Francesco Rinaldi pasta sauce has debuted an augmented reality app called Francesco Rinaldi AR APP that enables the brand’s icon, Mrs. Rinaldi, to speak directly with a shopper from the jar. According to the company, the process is simple: Download the app via Apple Store or Google Apps, point the phone at the picture of Mrs. Rinaldi on a Francesco Rinaldi label, and watch her, in a buoyant voice, come to life with an entertaining and engaging product message.

“The iconic Mrs. Rinaldi has graced the Francesco Rinaldi label for nearly 40 years and now at long last she speaks!” says Mary DeMarco, Creative & Branding Director of LiDestri Food & Drink, producers of Francesco Rinaldi pasta sauces. “And through augmented reality, we are looking forward and focusing on technology, all the while staying true to our traditional pasta sauce recipes and Italian culture.”

According to DeMarco, the AR technology was made-to-order for Francesco Rinaldi, thanks to the iconic label featuring Mrs. Rinaldi. “She has always been an easily-identifiable and strong symbol for the brand,” she says. “And now, thanks to this new app, we can hear and see her come alive.”

Annual Outlook Report: Sustainability
The road ahead for CPGs in 2025 and beyond—<i>Packaging World</i> editors review key findings from a survey of 88 brand owners, CPG, and FMCG readers.
Download Now
Annual Outlook Report: Sustainability
Pharmaceutical Innovations Report
Discover the latest breakthrough packaging technologies shaping the pharmaceutical sector. This report dives into cutting-edge innovations, from smart containers that enhance patient safety to eco-friendly materials poised to transform the industry’s sustainability practices. All from PACK EXPO. Learn how forward-thinking strategies are driving efficiency and redefining what’s possible in pharma packaging.
Learn More
Pharmaceutical Innovations Report