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September 7th, 2012

by Total Food Service

Integrated Marketing Services Joins The Original SoupMan Team to Lead National Roll-Out


Full-Service Shopper Marketing Agency Brings Industry-Leading Expertise, Reach and Resources.


SoupMan, Inc. announced today that The Original SoupMan - the long-adored and best-tasting soup brand in the world, and inspiration for the famous “Soup” episode on Seinfeld – is working with Integrated Marketing Services (IN) as its shopper marketing and retail promotions agency of record.

IN is developing and will implement a full range of retailer-specific marketing, merchandising and promotional programs as The Original SoupMan makes its first national appearance in the soup aisle of Safeway, H-E-B, A&P and other leading grocers.  The launch campaign – using in-store efforts as well as traditional and digital media – will be designed to accelerate consumer trial and purchase of The Original SoupMan in new shelf-stable, eco-friendly cartons.

In addition to the superior taste of The Original SoupMan Zagat-rated #1 soups, IN will work closely with SoupMan, Inc.’s business partners and The Original SoupMan brand ambassadors, Shaquille O’Neal and Jason Alexander.  It is anticipated that both will figure prominently in shopper marketing efforts, including guest appearances at demo events, participation in social media promotions, and other programs.

“We are delighted to be working with IN as we launch our distinctive brand in the soup aisle,” said Arnold Casale, CEO of SoupMan, Inc. “We believe the unique relationship between IN and Advantage Sales & Marketing LLC will deliver coordinated customer-centric solutions that will enable The Original SoupMan to have an enormous retail impact on the 2012 and 2013 soup marketing season.”

IN is a division of Advantage Sales & Marketing LLC (ASM), whom was recently hired to spearhead retail distribution efforts for new, shelf-stable soups from The Original SoupMan.  ASM is generally regarded as an industry leading sales and marketing agency.  Their track record of success includes leadership brands ranging from Dove and other Unilever brands, to Keurig, Sony and Smuckers.
“The Original SoupMan is a brand ready to explode in the market,” said Allison Welker, EVP Client Services at IN, who will be leading the account.   “We will be creating chain-specific plans using our full range of services, from experiential programs and in-store events to leveraging loyalty programs and direct marketing.”

The Original SoupMan new shelf-stable soups feature the same obsessive perfectionism and eclectic varieties for which the brand is famous, starting with four varieties: Lobster Bisque, Chicken Noodle, Lentil and Tomato Bisque. The products are now available in fine supermarkets and retailers across the United States. The suggested retail price is $3.79 to $3.99 for a two-serving, 17.3 oz. eco-friendly carton.

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