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New Covent Garden Soup
Although New Covent Garden Soup had created the fresh soup category, it was under attack from various branded and own brand competition. The brand needed to make a step change to re-established itself as the market leader.
There were some other weaknesses to be addressed. The range had grown to over 18 flavours and consumers were finding it difficult to see the differences between a number of them.
Also the communication of appetite appeal was bland in comparison to the new entrants even though the actual product taste was far superior.
Project Scope
Brand positioning, brand identity, brand design
Main Questions
- How far did New Covent Garden Soup need to move to be seen as a competent and confident market leader? Was it a repositioning or a realignment?
- How to easily identify individual products within the range?
- What creates appetite appeal in soup?
