Task

Relaunch of existing delicatessen soups in the French premium segment.

Background

Lacroix is the market leader in the segment of delicatessen soups with 40% market share. The soups of Lacroix are characterized by extremely high quality and selected ingredients. This clear premium positioning should be additionally highlighted in the design. The exterior awning of a French bistro was subtly integrated into the design and boldly used as an advertising space.

Implementation

Launch: December 2012

Roll-Out: 2012 | 21 varieties