Pacific Foods
Bringing the zest to energize shopper preference
01
Challenge
After years of shifts in leadership, packaging and brand, Pacific Foods had landed on an identity that embodied everything fans loved about their natural, organic soups and broths. But all that brand downtime left them with low household penetration and awareness. Pacific products were an afterthought, with broth and stock viewed as the things you turn to when you have nothing else in your pantry to make. They needed to transform consumers’ perspective on Pacific from ho-hum to inspiring.
02
Insight
Our research found that the Pacific consumers value fresh, real ingredients and taste, and they fear a world in which they’re just going through the motions. We saw an opportunity to wake up the soup space and bring the brand’s unique energy in this traditionally sentimental market.
03
approach
Key to the success was our strategic approach to tailoring channels, visuals and messaging to each audience segment. The flexibility of our Fresh From the Pantry campaign gave us room to lean into flavor to drive choice, packaging to drive memorability, and versatility to bring consumers into the full portfolio, helping to change consumers’ perceptions of all you can do with Pacific in your pantry.
A transformation
| from: | To: |
|---|---|
| Watered down | Zesty |
| Product feature focused | Consumer mindset focused |
| Generalized | Tailored |
The Little team brought the forward-minded strategy and energetic creative the brand needed to claim space in more pantries. Pacific Foods brings such zest and possibility to the lives of our consumers. This campaign embodies every aspect of who we are and ties it up with a distinctive bow people will remember and seek out at shelf.
Results
View rate on Meta ads, hitting the top end of benchmark performance
Email subscribers nearly doubled within 48 hours of TGISunday activation launch
Reported purchase intent rate on core campaign display ads
