Keeping it fresh
Chilled soup on the go.
While studying abroad in Spain, one entrepreneur discovered the taste of gazpacho. While growing up, he developed a deep appreciation for healthy eating—something he carried with him through adulthood. It made sense that the creative launched Tio Gazpacho. The fresh vegetable soup is served chilled and it’s absolutely delicious. But that’s not all: Tio Gazpacho is also organic; rich in vitamins, minerals, and antioxidants; and both soy- and gluten-free. This same entrepreneur created stunning packaging that emphasized the convenience of his soup in an elegant way.
The company CEO was looking for an agency that could bring his brand to the next level—with the goal of bringing on investors. This was where we came in. Our team started working with Tio Gazpacho in 2014, right when people were growing weary of sugar and increasingly turning to organic beverages. We set out to understand this booming market and take advantage of all the opportunity Tio Gazpacho could bring. Enter our “Souper Bold, Served Cold” campaign—no bowl required! The campaign highlighted the flavor and freshness of the delicious soup, as well as its sleek packaging. The sensory detail involved helped stimulate all five senses, which consumers loved.
The campaign was developed over the course of Amerant Bank’s first year, with more than 24 inbound marketing communications. Some were adapted to the new site, while others were offline. Written in two languages—English and Spanish—the texts featured exhaustive image analysis to truly connect with the target audience. A system of icons and graphics, aligned with the bank’s new branding, made the communication as educative as possible-driving even greater customer loyalty.
By educating, informing, seducing, and appealing to the bank’s new values, the campaign helped consumers change their perception. It not only contradicted previous research results, but also generated significant increase in new account numbers and online data updates. We were thrilled to see the client’s enthusiasm with the change and celebrating Amerant Bank’s new vision.