The new range from Yorkshire Provenderhad a younger audience, so we created a new positioning and packaging which was more exotic and adventurous.
Inspired by their travels around the world, Yorkshire Provender's co-founders wanted to extend the range of soups they offered with the introduction of spicier flavours to help broaden the brand appeal and reach a younger audience. To understand the attitude and buying behaviour of this younger target market to soup we carried out both quant and qual research alongside some accompanied shops. We also completed a retail audit to see how brands in other similar categories had approached the creation of sub-brands.
Our findings highlighted the need to keep the basic design elements of the Yorkshire Provender range as they worked so well, but we recognised the need to add a degree of differentiation. We introduced the 'Journeys in flavour' proposition, added sharper modern colours and more conversational product descriptors and images that captured an exotic, adventurous spirit. The new soups were successfully launched across the UK in the Co-Op and Waitrose and are now available in Sainsbury's and Booths with additional flavours added to the range.
The latest Piri Piri Chicken was also recognised by The Grocer as the top launch of 2018 in the soup category.