Wunderman Thompson Spain Partners with Kraft Heinz for Meal Kits Launch

A new brand from Kraft Heinz has arrived. Introducing Sosu, a delicious range of Pan-Asian meal kits and ingredients, all ready to eat within 15 minutes. The collection has been designed to appeal to the wide variety of tastes of a multicultural population and to help busy people create delicious meals with ease. It is available across the UK.

The launch campaign, created by Wunderman Thompson Spain, debuts with OOH and a series of social media posts to bring Sosu to life and showcase the main qualities of the brand: pan-Asian meal kits that bring excitement to kitchens and will make people dare to cook and discover tantalizing yet effortless recipes at any time of the week. Featuring taglines such as: ‘So Easy, So Sosu’, ‘So Tasty, So Sosu’, ‘So Bold, So Sosu’, each execution highlights a facet of ‘Sosu’ that its consumers will love, adding up to create the delicious brand that buyers will get to know.

Alessia Tarantino, growth manager at Kraft Heinz New Ventures, said, "With Sosu, we offer affordability and practicality, without compromising on appetite and quality. These meal kits and range of products will allow consumers to eat well and explore new recipes, without taking too much time out of their already busy days. That's the beauty of Sosu."

Irene Vidal, creative director at Wunderman Thompson Spain, added, "Sosu is a new brand, so we wanted to be very direct when debuting it to the world, to ensure consumers remember it and ultimately, pique their interest in trying it. So, we put the branding to work, starting with the name. We opted for a tone and a brand personality far removed from the competition, aspirational and minimalist, like the product itself. This launch campaign has been our way of spreading the word: don’t let anything intimidate you, try something different and be inspired to cook pan-Asian at home.”

José Maria Piera, chief client officer at Wunderman Thompson Spain, said, "I’m very grateful to the team at Kraft Heinz New Ventures for trusting us again with a challenge like this. It's not every day that you have the privilege of being able to launch a new brand. It’s something very special, even more so when you do it in such a competitive and saturated environment as the food sector. I'm sure it's going to be a fascinating journey.”

The Sosu product launch was teased in December through an activation in the home of Asian cooking in the UK – London’s Chinatown. The activation, also from Wunderman Thompson Spain, featured Bibimbap on bikes and Yakisoba on a van to give the public a sneak peek into this new range of meal kits inspired by popular restaurant dishes, as well as a broad range of standalone cooking ingredients, like gochujang paste and teriyaki sauce, rice, noodles, soy and chilli sauce.