CLIENT: Campbell Soup Company
PROJECT: To develop a masterbrand name and descriptor for a line of organic, gut-friendly, low FODMAP foods that are gluten-free and lactose-free. The line was specifically developed for people with food sensitivities who have few ready-to-eat food options that are right for them. The name ZENGUT clearly establishes the brand in the newly emerging gut-friendly space with a bold, but comforting, message. It is supported by the descriptor, Spoon-free Soups, which speaks directly to a pain-point for consumers and uses the vernacular of the category.