Case Study: Soupergirl

BUSINESS CRITICAL ISSUE

Soupergirl was looking to refresh the packaging of its fair food pre-made soup offerings, before launching in more mainstream stores. The team was also seeking a broader understanding of consumer path-to-purchase routes when shopping for vegan/kosher soups.

MULTI-MODAL ENGAGEMENT

Pack.AI™ identified opportunities to strengthen visual equities for the design brief. TransactionPath provided insights on trends and comparisons between Soupergirl and similar soup websites in the category.

GROWTH OUTCOMES

• While Soupergirl’s design showed competitive advantage, challenger brands must work harder to build brand equity and awareness for long-term success. This includes:

  • More prominent branding and showcase the ingredient visuals

  • Choosing a unifying portfolio color to ensure shelf standout

• Website analytics revealed:

  • Audience loyalty is high (over 90%)

  • Soup is most often searched and shopped for on mobile

  • The demographic is largely women of millennial age

  • A large component of sales are soup gift baskets

  • Soupergirl has seen increases in monthly visits and duration over the past three years

  • An area to focus on is retention of users when on the site to lower bounce rates

Data intelligence to own the most valuable moment in marketing: when a purchase transaction occurs.