Progresso for Kids Branding Guide

branding guide by Kevin Mahoney

Table of Contents

Competitor Analysis 18

Client Profile 4

Graphic Toolbox 20

Media 28

Conclusion 32

Creative Brief 8

SWOT Analysis 10

Expanded Target Market 12

Mood Boards 14

Client Profile

Progresso started when a young Italian man named Giuseppi Uddo bought a cart and started selling olives and cheeses door to door. After immigrating to New Orleans, Louisiana, he started a store selling canned olives and tomato paste that eventually expanded to factories in California and New York, being the only commercial producer of canned Italian foods outside of Italy. In 1946 they started making traditional soups like minestrone, lentil, pasta e fagioli, split pea and escarole and have only expanded their line since.

Nowadays Progresso has joined the General Mills team, but their commitment to quality ingredients and authentic recipes has continued to make them a trusted favorite in kitchens and supermarkets across the nation.

Target Audience It is the mission of General Mills to make lives healthier, easier and richer.

We plan to expand the target audience from young adults to the children of those young adults and try to get them to eat more vegetables by making the Progresso line more fun.

Healthier

-Delivering important nutrients and increasing people’s intake of whole grains -Providing food that contribute to a heart-healthy diet -Helping people manage their weight

Industry, Strengths, Products

-Convenient meals and packaging -Foods that provide nourishment on the run

Tone

Easier

Richer

-Foods that add fun or help to create a special moments with family and friends

It is with this mission statement in mind that our rebranding campaign jumps off.

We will continue to operate within the convenient food industry and continue to include large quantities of quality ingredients in the soups.

We will continue to make soups, recipe starters, ingredients, toppings, and broths.

We will keep with the familial, traditional tone of Progresso but include new exciting aspects of the design for the children’s line.

Niche

Progresso makes higher quality soup than most soup companies, we plan to market this high quality to the parents but market the fun towards the children.

Creative Brief

My intent is to rebrand Progresso without losing their tradition of hearty soups. However, I’ll try and market a new line just for children. The unique selling proposition is the three vegetable characters I’ve designed based on the vegetables that already exist in Progresso’s logo. Tommy the Tomato, Johnny the Onion, and Peter the Pepper will reach a new audience of children and hopefully convince them to eat vegetables by helping them to realize how fun it can be. Their parents will most like already be customers but their children will insist that they buy Progresso for Kids because of the new branding. The look will be simple, hip, cartoony and exciting for children. Also, we could include a website on the label that kids could go to and plays games to help Tommy and the gang make soup and go on adventures. This would be our “Call to Action”.

Taglines

Tommy and the Gang want you to eat your veggies!

This soup is fun!

This soup is just for kids!

Strengths

SWOT Analysis

Tradition-based company, makes great, hearty soups, already health concious with “low sodium” and “high fiber” soups.

Weaknesses

Not as much of a household name as Campbell’s soup, with a more forgettable logo.

Opportunities

A rising trend of young adults who are trying to eat healthy and trying to get their kids to eat healthy as well.

Threats

Campbell’s released soup campaigns geared towards kids for awhile (Healthy Kids with Spongebob Squarepants) , but never to this extent and never utilizing the resources we have.

Expanded Target Market Age: 35 Gender: Female Location: Denver, Colorado Income Level: 35,000 - 50,000 a year Social Class: Middle Occupation: Researcher for a Literary Magazine Education: College Education Marital Status: Married Hobbies: Running, Reading

Mood Boards

MOOD BOARD 1

MOOD BOARD 2

TEXTURES

Competitor Analysis

Our main competitor is Campbell’s soup and right now the two directions that they are moving in are “homestyle” and “soup to go”.

Most of their campaigns are geared towards working people and young professionals.

They’ve also been doing the same campaign for their “Chunky” soup since it’s development. The ads are mostly geared towards men and they tend to include football players and their mothers.

CMYK: 75,33,0,0 RGB: 50,142,205 Hex: 203 Pantone: 328ecd

Graphic Toolbox

CMYK: 4,16,59,0 RGB: 243,208,127 Hex: 40 Pantone: f3d07f

CMYK: 7,76,70,0 RGB: 225,97,81 Hex: 5 Pantone: e16151

CMYK: 60,11,86,1 RGB: 115,173,86 Hex: 98 Pantone: 73ad56

CMYK: 75,33,0,0 RGB: 50,142,205 Hex: 203 Pantone: 328ecd

CMYK: 84,73,0,0 RGB: 66,88,167 Hex: 225 Pantone: 4258a7

CMYK: 5,28,74,0 RGB: 240,185,92 Hex: 36 Pantone: f0b95c

CMYK: 4,100,89,0 RGB: 227,31,49 Hex: 354 Pantone: e31f31

CMYK: 27,83,77,20 RGB: 158,65,59 Hex: 2 Pantone: 9e413b

CMYK: 8,16,89,0 RGB: 237,204,60 Hex: 48 Pantone: edcc3c

CMYK: 76,16,92,4 RGB: 65,153,77 Hex: 127 Pantone: 41994d

CMYK: 0,0,0,0 RGB: 255,255,255 Hex: 48 Pantone: ffffff

CMYK: 84,72,0,0 RGB: 65,90,168 Hex: 224 Pantone: 415aa8

progresso Lithos Pro

CMYK: 18,92,100,7 RGB: 191,55,38 Hex: 5 Pantone: bf3726

PROGRESSO Optima

CMYK: 51,16,83,1 RGB: 136,171,88 Hex: 84 Pantone: 88ab58

CMYK: 3,18,52,0 RGB: 246,207,138 Hex: 38 Pantone: f6cf8a

PROGRESSO Myriad Pro

PROGRESSO Apple Casual

PROGRESSO for kids!

progresso for kids

ANY Progresso for Kids Product when you buy 2 or more

Media

empty

soup

INTERACTIVE ONLINE SOUP MAKING GAME

SPECIAL SPOONS WITH CHARACTERS ON THEM

Conclusion

I feel as though soup specifically for children is an untapped market and there is a lot of money to be made in it. Turning the vegetables in the logo into characters will make kids realize how fun eating soup can really be. If we keep the style light and use muted colors it will be relaxing and pleasing to the eye. If our mission is to make lives healthier easier and richer, this slightly altered product will serve to achieve all three of those for our buyers and for their children.