New Covent Garden

Derrick Lin


Designed by Reach Brands, United Kingdom.

Re-establish the brand as the category leader, Create shelf standout, Enhance range navigation, Improve appetite appeal, Attract new users to the brand, Justify a price premium.

The Impact:
35% increase in value sales achieved within 2 weeks of launch, Grew fresh soups market by 7%,Increased market share by 3% points to 37%, Increased penetration by 1.5% points to 7.2%, Increased rate of sale by 20%, Increased brand loyalty from 49% to 51%, All with no advertising or promotional support and with a price increase of 5.6%.