Mizkan Names Joan Lead Agency for Ragu, Bertolli
Mizkan America has picked Joan as creative agency of record and Fact & Fiction as social agency of record after an agency review.
Updated on Nov. 9, 2026 in Advertising
Mizkan America named Joan the creative agency of record and lead agency for its Ragu, Bertolli and Mizkan brands. Fact & Fiction was named social agency of record for products across the Mizkan portfolio, with both wins determined after an agency review.
Why it matters
The accounts carry an estimated $12 million in ad spend, including $10.5 million in digital, making them a significant pair of assignments for both agencies. The stated goal is to drive profits and growth and build stronger cultural relevance for the brands.
The accounts carry an estimated $12 million in total ad spend, including $10.5 million in digital, according to the reported figures. Joan grew 20% in 2025, with 15% of that growth organic, while its London revenue rose 120%, though the contract terms were not disclosed.
The players
Mizkan America, Inc.
The U.S. operating company of the Mizkan Group, a family-owned company with more than 220 years of history.
Joan
A creative agency that recently won Mohegan Sun creative work and partnerships with Brawny and WNBA.
Fact & Fiction
A social agency founded in 2016 that works out of Boulder and Kansas City.
The details
Joan was named creative agency of record and lead agency for Ragu, Bertolli and Mizkan brands, succeeding Fallon, which previously held the account. Fact & Fiction, founded in 2016 and working out of Boulder and Kansas City, won the social agency role across the Mizkan portfolio.
Timeline
2012: Gerry Graf created Ragu's 'A Long Day of Childhood' at Barton F. Graf, which won four Cannes Lions.
2016: Fact & Fiction was founded.
2025: Joan grew 20% in revenue and its London revenue rose 120%.
Early 2027: First Joan work for Mizkan brands is expected.
Market Landscape
Mizkan's split of creative and social work between two agencies after a formal review follows a common pattern in packaged food advertising, where large accounts are regularly put out to competition. The wins also shift share among agencies that are competing for mid-sized consumer brand budgets.
Shoppers are unlikely to notice a change right away, since the first Joan work is not expected until early 2027. The campaigns that follow may shape how Ragu and Bertolli are promoted on television, online and social media.
The takeaway
Agency reviews can reshape who speaks for a brand long before consumers see any new work. Watching which agencies win these accounts offers a view into where marketing budgets are heading.
Further reading
For more on how brands select and rotate agencies, see Advertising coverage.
Source note: This article includes information reported by MediaPost.
