Brand extension. Happy Planet has a successful organic juice line. Now they wanted to extend in to healthy organic soups. In addition, they wanted to provide 50,000 bowls of warm soup to nutritionally vulnerable people in the downtown eastside in partnership with the Kitchens Table Project.
Animated television spot in combination with an aggressive launch and public relationships campaign that included in-store sampling, social media, and contest.
Good food and helping the needy makes everyone happy. The soup launched successfully and continues to sell well across Canada.