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Campbell Soup Company


Brand strategy, Masterbrand name, Descriptor, Brand architecture, Concept copy, Packaging copy


When Campbell’s developed a new brand specifically for people with food sensitivities who have few ready-to-eat food options, they needed a breakthrough masterbrand name that would be extendable to future products.

They launched with a new line of organic sipping soups that are gut-friendly, low FODMAP, gluten-free and lactose-free. 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. 



Sounds simple, but getting real, plant-based nutrition while avoiding foods you're sensitive to, can be daunting and all-consuming. When you’re on-the-go, or traveling, foraging for food can quickly morph from feast to stress fest.


That’s why we developed an easy way for you to enjoy delicious food that’s right for you. Rooted in nature and backed by nutrition research, we’ve carefully crafted satisfying, plant-based superfoods with benefits you can actually feel.


ZenGut is a line of organic, go-to, gut-friendly foods that are low in FODMAPs, gluten-free and lactose-free. Our soups are also spoon-free, so you can enjoy them anytime, anywhere.


So, stress less and enjoy more. Nourish your mind, body and soul with nutritious goodness that excites your taste buds, is good to your gut, and keeps you, happy all over!


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