Reprinted from Ad News

 In News


Set to entice new generations to enjoy the rich, full flavoured Rosella.


Soup brand of 125 years, Rosella, is looking to expand its reach to a new generation of soup lovers.

Rosella recently made the transition from canned soups to the environmentally positive Tetra Pak cartons.

As part of its goal to secure greater market share within the $320 million soup category, Rosella has embarked upon a reinvigoration plan to introduce the eco-friendly packaged soup to its brand loyalists while tempting a new audience to discover the hearty taste revered by many.

Melbourne-based agency Faith was briefed to develop an integrated campaign with television and digital being the primary platforms.

Faith director Ben Crocker said, “With such a deep Australian history, the Rosella brand has a truly passionate audience built on a warmth that brings families together.”

“We wanted to entice new generations to enjoy the rich, full flavoured Rosella experience and built our campaign on the promise ‘Taste we all agree on’”.

Head of marketing at Rosella Mark Connolly said: “Rosella has been an important part of Australian families for many decades and it’s our plan to ensure the brand continues to evolve and delight many generations to come.”

“While our famous tomato soup remains a flagship, our range has been expanded to include three new heart-warming flavours and comes in sustainable packaging that has been really well received.”


Client: Rosella / Sabrands

Head of Marketing: Mark Connolly

Brand Manager: Sharon Tan

Agency: Faith

Account Director: Ben Crocker

Creative Director: Terence Hammond

Production House: York Studios

Director/DOP: Stuart Gosling

Production Manager: John Hallford

Media Planning: Faith


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