Background
In September 2019, a prime-time TV documentary investigated mass-market soups and revealed to six million people the hidden sugars, additives and artificial flavours they were consuming.
Bad buzz erupted all over Twitter, and there was talk of boycotting packet soups.
This was doubly bad news for Liebig because only a few weeks later they were planning to launch a range of 100% natural soups.
The challenge was to get people to try the new soups despite the damage done to the brand’s reputation.
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