Launched earlier last year in response to the ever increasing consumer macro trend for health and nutrition, greater convenience, quality and taste, and the adage of functionality (protein), the ambient soup brand IAMSOUPER, available in highly differentiated Tetra Recart, will be running its first burst of above the line media this January.
Media is aimed at maximizing momentum in the brand’s key stockist Asda, as well as shining the spotlight on a new visual identity evolution on pack with some edgier advertising creative. Activity will focus primarily on six-sheet advertising in proximity to key Asda outlets and tactical mega sheets nationwide.
IAMSOUPER co-founder Jason Kerr said: “IAMSOUPER is a great product, right on trend in offering a protein benefit, and available in a new ‘super friendly’ carton. We love it and those consumers we have reached in recent months tell us they love it too. Today we simply want to reach a few more of them and in that regard employing some disruptive brand advertising up close to the point of purchase feels like a fun but relevant tactic to employ.”
The UK ambient soup category continues to decline (-7.9% or £51.3m) and suffers from an aging consumer with 70% of shoppers over 45 in the soup category. Much of this dynamic can be attributed to a lack of innovation in the category. IAMSOUPER is a range of tasty high protein soups available in four flavours Peppered Beef & Superbeans, Chicken & Supergrains,
Supergreens, Pulled Pork & Jalapeno, and comes in highly differentiated Tetra Recart packaging aimed at bringing something new, unique and relevant to the category.
IAMSOUPER seeks to address both the consumer and category need in bringing a nutritious soup option to market that is perfect for the healthy lifestyle. It can be stocked and consumed at home, or easily transported, and can be consumed during any number of out-of-home occasions thanks to being stocked in a highly functional Tetra Pak carton. This new range of soups brings the quality and taste of fresh ingredients to the ambient sector only now with a highly relevant functional offer built around its high protein content.
IAMSOUPER is a ‘fully loaded soup’ (so expect lots of lumps!), that is high in protein with the promise of helping you to feel fuller for longer (a key want among UK soup consumers). It is also low in fat and, on account of its convenient format and 12 months shelf life, perfect for having in the cupboard, fridge or in the back-pack to call on when that ‘hunger needs busting’.
The Tetra Recart packaging format used by IAMSOUPER represents a significant breakthrough in terms of the consumer, retailer and environmental benefits it offers over and above other traditional soup packaging. For consumers, it’s lighter, easy to carry, safe to handle and easy to store and open.
And for retailers, it’s entirely more convenient than other traditional packaging formats (65% lighter and offers a 30% space saving), IAMSOUPER carries a brand design that has been built to stand out on shelf and appeal to the younger soup consumer ultimately making for a very exciting consumer and retailer opportunity.