Crosse and Blackwell: Enjoy the taste of success

This case study details how Crosse & Blackwell, the British tinned soup brand, increased sales in a period of market decline by redesigning the brand to 'own Britishness'.

Crosse and Blackwell: Enjoy the taste of success

Campaign details

Category name: Food producersAgency: TayburnAdvertiser: Princes Food & Drink Group

Executive summary

In the fallow years before its acquisition by Princes Foods in 2011, Crosse & Blackwell had become a tertiary brand, with no investment in its positioning or packaging, and no support above the line to nurture awareness and love.

Tayburn needed to create a design solution that would reposition and revitalise the brand. Not only did we aim to increase Crosse & Blackwell's share of canned soup sales off the shelves; we needed to grow the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands