In March 2022, Faith was tasked with helping relaunch Rosella Soups into the major retailers. Representing 125 years of iconic Australian food memories for young and old, Rosella Condensed Tomato Soup the previous year had been pulled from shelves. But a quick packaging refresh and revised recipe (still with the same great taste) saw the brand resurrected. And Faith was there to help realise the vision.

Identifying early on that no matter our age, gender or history with the brand, we all agreed that there was only one Rosella Condensed Tomato Soup, and it was sorely missing in its time off the supermarket shelves. Working with a concept of “The Taste We All Agree On”, we worked with production partner, York Studios, to film a 30-sec hero commercial that could be cut down to 15-sec, 10-sec and 6-secs for different placement.

Received incredibly well by internal and external stakeholders, and embraced by their old consumers, Rosella Condensed Tomato Soup has now retaken its rightful place in the homes of everyday Australians.