GLORIOUS! by Lambie-nairn for TSK

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GLORIOUS!

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Industry Sauces
Media Design & Branding
Market United Kingdom
Agency Lambie-nairn
Executive Creative Director Adrian Burton
Released June 2010

Credits & Description

Category: ii. Core FMCG
Advertiser: TSC FOODS
Product/Service: SOUPS AND SAUCES
Agency: LAMBIE-NAIRN
Date of First Appearance: Jun 1 2010
Entrant Company: LAMBIE-NAIRN, London, UNITED KINGDOM
Design Director: Andrew Paterson (Lambie-Nairn)
Managing Director London: Lisa Hill (Lambie-Nairn)
Executive Creative Director: Adrian Burton (Lambie-Nairn)
n/a: Illustration company (I Love Dust)
Media placement: Packaging - Soup And Sauce Packaging In Supermarkets Nationwide - May 2010
Media placement: Print - Women's Publications, Weekly And Monthly Publications - July 2010-Ongoing
Media placement: Soup Kettles - Delis And Eateries Nationwide - June 2010
Media placement: Menu Cards - Delis And Eateries Nationwide - June 2010
Media placement: Merchandise - T-Shirts - July 2010

Describe the brief from the client
Since its launch, TSC Foods’ premium range of chilled soup and pasta sauces has consistently grown in terms of distribution and sales. Major retailers (such as Morrisons, Sainsbury’s and Waitrose), consumers, and the competition were all starting to take notice.

TSC Foods wanted to further strengthen the GLORIOUS! range, and appointed Lambie-Nairn to help reposition the brand ahead of ambitious future growth plans.

Describe the challenges and key objectives
TSC Foods needed to understand why people were buying the range, who was buying it and how they perceived the brand. Partnering with Lambie-Nairn, a consumer insights programme and overall brand strategy project was developed.

Research revealed a new target audience of young males, as well as new eating occasions, opening up additional revenue streams.

The key differentiator for GLORIOUS! was identified as its authentic and adventurous mix of ingredients and flavours from around the globe. Consumers were tired of soups that over-promised and under-delivered on taste, whereas GLORIOUS! recipes are crafted by a team of award-winning in-house chefs.

Describe how you arrived at the final design
Each GLORIOUS! soup and sauce has its own individual and authentic culinary influence from exotic locations around the world.

To represent this, each product was individually crafted with a bespoke letter of the alphabet to create the ‘A-Z of global flavours’.

The alphabet was also leveraged across a wide range of marketing communications, adding a bit of humour to exhibition stands, point-of-sale, livery and advertorials, whilst reflecting the brand personality and overall brand promise of going ‘beyond expectations.’

Give some indication of how successful the outcome was in the market
The clarity of the communication and the design solution ensured that the product is the hero, creating real stand-out on busy supermarket shelves.

The market agrees. As a result of the rebrand in June 2010, GLORIOUS! is now the UK’s fastest growing soup with year-on-year growth up 178%. They are also responsible for adding more incremental value to the soup market as a whole than any other brand. Finally, their market share has nearly doubled, going from 4.7% to 9%.