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

Since launching the refreshed packaging, Soupergirl has achieved 5% sales growth, reinforcing the impact of strong visual branding in driving consumer engagement and purchase decisions.

"Thank you to Behaviorally! Soupergirl's packaging and online presence will resonate more with our target demographic and drive increased visibility and loyalty!"

- Sara Polon, CEO, Soupergirl