Challenge:

When General Mills needed a new approach to revitalize their Progresso soup line, we eagerly accepted the challenge. 

The brand strategy? To transform Progresso in a hands-on, interactive way.

Solution:

We found various items to convey the idea of "transformation." Ultimately, General Mills selected a silver lunch box that held a soup thermos, robotic pen, custom metal journal cover and a can of Progresso Soup.

Results:

The goal was to create impact by incorporating the brand strategy information with carefully selected premium items that would make an impression. General Mills was very pleased with the overall campaign.