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.”