In recent years, industrial soups have been the subject of much criticism from consumers. Liebig, leader in soup in the grocery department, was not spared ...

The brand has therefore chosen to commit in recent years to reviewing the recipes of its flagship ranges to offer 100% natural ingredients!

Water, ripe vegetables, natural ingredients and THAT'S ALL! The Pur'Soup, BIO and even 100% French Vegetables ranges are now available on the shelves of all major retailers. And the good news is that there is no price increase for consumers!

After the ad “Thank you for making our soup grow”, and the #EatYourTweet operation:

Liebig has decided to step up its communication campaign to reiterate the message: “Goodbye additives, colorings, preservatives and flavor enhancers in our soups. Farewell then the E621, E314, E327… FAREWELL ALL E! "


And to push the reasoning to the limit, the brand decided to create a capsule collection by changing the label of its soups. Liebig therefore becomes Libig ! On January 28, she removed the E from her name for # JournéeSansE.

A communication campaign conducted by the CLM BBDO agency on Instagram to support the transformation and the brand's commitments to its consumers.

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