Wild Veggie – Food Industry

Situation
Otsuka American Foods, the U.S. subsidiary of Japanese manufacturing giant Otsuka Group, was preparing to launch Wild Veggie™, an innovative and healthier alternative to traditional soups and drinks. Offered as a convenient pre-packaged chilled soup or drink, Wild Veggie targets health-conscious consumers in the United States.

Action
Using market research, O’Neill Communications developed a comprehensive marketing program to introduce this fresh-tasting vegetable product initially to food brokers and distributors through an aggressive trade show presence. Once distribution was adequately established, a consumer marketing campaign was launched supporting Wild Veggie™’s debut at Whole Foods Market® stores in Florida, as well as in several health-conscious restaurants. As part of the consumer effort, the agency designed and launched a consumer website, as well as print, digital, and outdoor components. Simultaneously, the agency initiated a campaign targeting the college foodservice market.

Perhaps most notably, O’Neill Communications coined and developed Wild Veggie™’s descriptive subtitle, Souper Drink ™, which brands this product as a new food category of soup or drink. In addition, a strong graphic image for the product was developed that conveys the “souper drink” positioning.

Results
Wild Veggie’s trade show marketing resulted in a test program at Whole Foods Market® stores. Within 12 months, Wild Veggie has expanded its distribution to Whole Foods Market® in northern California, as well as a growing number of fast-casual restaurants in Florida and Georgia. Early indications from the college foodservice program are very positive with several distributors and institutions taking on the Wild Veggie™ product line. For a complete look at Wild Veggie™, check out www.souperdrink.com