Crosse & Blackwell rebrand looks to soup-up category

Crosse & Blackwell soup

Crosse & Blackwell is rebranding in a bid to invigorate the canned soup category.

The rebrand features a new packaging design for each of the 15 soups (400g, RSP £1) in the 200-year-old company’s portfolio, including four new variants – Carrot & Quinoa, Chicken & Multigrain, Broad Bean, Gammon & Parsley and Green Vegetable & Kale.

It will be supported by a regional advertising campaign featuring ITV Weather’s Becky Mantin on location at one of Crosse & Blackwell’s grower’s farms in Yorkshire. The campaign also includes PR activity and in-store media.

Dean Towey, Marketing Director for Princes, owner of Crosse & Blackwell, commented: “We wanted to make an impact through a new design that will bring a disruptive and contemporary edge to the ambient soup category – one that echoes our new variants such as Carrot and Quinoa – but also stays true to our roots as a trusted partner of British Farmers.”

Share on  

Read next

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This website contains images and information relating to tobacco products. Please do not view if you are under 18 years of age.

This publication contains images and information relating to tobacco products. Please do not view if you are under the age of 18 years old.