After
the successful summer 2008 expansion of the Ainsley Harriott brand into
meal kits with the introduction of the World Kitchen range,
international design and branding agency Kernel have again been working
with Symington’s, extending the range with ‘exotic‘ cup soups.
There are six soups in the range, with recipes from Mexico to Thailand. “The
challenge was to fit this brand expression with the overall brand
strategy of introducing the target market of female purchasers in their
twenties and thirties to tastes that expand their comfort zone – the
key to growth for the brand“, says Paul Iddon, Director of Creative Strategy at Kernel. “Taking
them willingly on the journey is vital. We have to remember that 10
years ago couscous was regarded as exotic, now it’s commonplace. The
Ainsley Harriott brand played a significant role in that change.”
challenge was to fit this brand expression with the overall brand
strategy of introducing the target market of female purchasers in their
twenties and thirties to tastes that expand their comfort zone – the
key to growth for the brand“, says Paul Iddon, Director of Creative Strategy at Kernel. “Taking
them willingly on the journey is vital. We have to remember that 10
years ago couscous was regarded as exotic, now it’s commonplace. The
Ainsley Harriott brand played a significant role in that change.”
The World Kitchen cup soup range architecture builds on the Ainsley Harriott brand’s core equities, signifying ‘new and exotic‘
via colour and symbolic linework illustrations. The soups will be launched
mid-February 2009.
via colour and symbolic linework illustrations. The soups will be launched
mid-February 2009.
