List of products by brand Pavesi Ringo Togo

For many years, the Pavesi brand has not only been a point of reference in its specific sector, but has contributed to the evolution of Italian food habits. The Pavesini, the Crackers Gran Pavesi, the Ringo, the Autogrill motorway refreshment points (the latter now owned by a company outside the Group) have entered the collective imagination with their innovative power. The undisputed architect of these extraordinary achievements was the founder Mario Pavesi (1909-1990). Born in Cilavegna, a small village in the province of Pavia twenty km. from Novara, Pavesi immediately demonstrated a marked spirit of initiative combined with an innate talent for sales. In 1937 he opened a bakery in Novara with three workers, where he patented and produced the Biscottini di Novara, forerunners of the better known Pavesini, which were based on a product of the local tradition, but smaller and with less humidity. Decidedly oriented towards innovating and differentiating his products from those of his competitors, Pavesi feels an unceasing impulse – in his own words – to “do things right away, otherwise you risk others doing them before you”. His curiosity for novelties, for social changes, for people's tastes and habits, associated with great vitality and enthusiasm, allowed him to intuit market trends and needs in advance, thus tracing the lines of future development. He clearly understood the enormous potential of advertising as a factor for accelerating business development. The use of creatives of the caliber of Gino Boccasile (1901-1952), Gian Rossetti (1920-1994), Armando Testa (1917-1992), Erberto Carboni (1899-1984), allowed the creation of highly effective advertising campaigns characterized by an unmistakable communicative style, continued on television by talents such as Luciano Emmer (1918-2009), Maria Perego (1923-), Marco Biassoni (1930-2002). In fact, it is undeniable that the advertising campaigns – now merged and preserved in the Barilla Historical Archive – have many times gone beyond the limits of simple commercial communication to become points of reference for the daily habits of our country. Pavesi chose to concentrate advertising solely on those products which escaped from the outset the generic nature of most of the market proposals, i.e. on the "specialties".