Gourmet™ Soup Royale: an “extra” launch, with retail materials and cuvettes developed by ATC – All Things Communicate

As part of its long-standing partnership with the pet food brand, ATC – All Things Communicate developed a range of materials to support the launch of Gourmet™ Soup Royale on the Italian market, Purina^® latest innovation in the complementary cat food category.

Gourmet™ Soup Royale was created to own an additional consumption occasion within the complementary pet food segment: the idea of a “little extra” of flavour within a cat’s daily feeding routine. The product concept is therefore built around palatability and taste, while remaining fully aligned with the brand’s value universe and conveying a sense of refinement, including in shelf perception.

The project originated from an international shopper toolkit, which guided the agency in the localisation and adaptation process for the Italian market, maintaining global consistency while maximising local relevance.

In a crowded and highly competitive market, the objective was to make the new product immediately clear, desirable and memorable, supporting the launch while driving trial.

This is where the agency’s expertise came into play: transforming international guidelines into BTL materials tailored to the Italian retail and FMCG landscape, while optimising every touchpoint.

The adaptation therefore focused on the product’s usage occasions, consistency with Gourmet™ positioning, and maximising impact both on shelf and across all launch activation materials.

To support the in-store launch, the agency developed a modular set of BTL materials designed to engage shoppers across multiple key touchpoints. The work focused on building a visual hierarchy that would emphasise the product’s premium palatability cues while clearly communicating its consumption occasion, at the same time providing all the details of the shopper promotional activation and turning curiosity around the new launch into a tangible purchase opportunity.

Alongside the retail materials, the project also involved the development of two distinct gift boxes, designed to address different B2B and B2C needs.
On one hand, the one intended for trade audiences was conceived to present the product immediately and communicate both the premium positioning and the innovation behind the range at first glance. On the other hand, the shopper gift box, together with its related promotional mechanic, was designed to encourage trial: an engagement tool that, through the inclusion of samples and a discount voucher for future purchases, enabled immediate product testing while laying the foundations for long-term loyalty.