Farmers Market range by Cowan Design

Australian branding agency Cowan Design developed branding and packaging for the Heinz Farmers Market soup range.

Heinz soups as a whole, were being fiercely challenged, with their core range ‘red classics’ declining by 14% in 2006.

The marketing team identified trends that were affecting the category – premiumisation, interest in exotic flavours, a plethora of chilled brands and strong own label activity to form an agressive NDP program.

The solution

The first response, а Farmers Market range of soups was born that would tap into consumers motivation for wholesome, nourishing, flavoursome and fresh soup.

An abundance of ingredients were not only packed into a bigger can (to encourage sharing of soups at the dinner table) but also fresher, natural products into a tetra pack to fight New Covent Garden Soup head of the chiller. Meaning that Heinz can reengage with consumers who no longer consider Heinz in their repertoire.

Taking consumers straight to the Farmer’s Market with abundant, fresh vegetable photography, the keystone  is reinvented as a market ‘sign’ losing its corporate ‘stuffiness’, and embodying the naturalness of the market.

The Result

2 month after launch, Heinz Soup NDP accounted for 11% of total Heinz Soup Sales.