Case Study: General Mills grows and leads the pastry category with The Collaborators

General Mills grows the Jus-Rol pastry category over many years with The Collaborators

General Mills, working with food marketing agency The Collaborators, faced increased competition in the ready-to-roll pastry category, particularly from own-label brands. Their challenge was to reassert the Jus-Rol brand's leadership and establish it as a clear signpost for the entire category to drive growth.

The Collaborators implemented a rebrand for Jus-Rol, playing on its baking heritage to give it a contemporary and confident shelf presence. The solution included an updated color palette for bold blocking and easier consumer navigation, and a new logo featuring a rolling pin and pie to mimic a crest and reinstate brand authority. The agency successfully repositioned the brand, and the logo they designed remains in use years later.

General Mills