News

The Original Soupman selects Brand Initiatives Group for branding strategy

August 4, 2014

Soupman Inc. announced its engagement of Brand Initiatives Group for a marketing and brand strategy.

Brett Shevack, CEO of Brand Initiatives Group, will act as chief brand officer, and Kate Shevack, its managing director, will act as chief marketing officer of Soupman Inc.

The selection of Brand Initiatives Group comes as Soupman looks to elevate the The Original Soupman brand and develop targeted marketing strategies to increase the brand's retail presence and sales nationally.

"Brand Initiatives Group has a vast amount of experience helping consumer packaged goods brands increase buyer awareness and their grocery store presence," said Lloyd Sugarman, CEO of The Original Soupman, in a company press release. "We fully expect that the contribution of Brett Shevack and Kate Shevack will help us grow our brand's national retail presence and sales of our retail soup products."

In 1984, The Original Soupman opened its doors at 55th Street & 8th Avenue in Manhattan and secured a place in pop culture shortly after when it inspired the storyline for an episode of the popular television show Seinfeld.

Soupman Inc. sells The Original Soupman soups in Tetra Pak cartons to grocery stores across America in the soup aisle in a supermarkets nationwide, including Walmart, H-E-B Supermarkets, Meijer, Wegman's, Safeway, The Fresh Market, Super Fresh, Stop n Shop, Giant stores and more.

"Few brands have greater potential than The Original Soupman. With a unique heritage, widespread recognition, innovative recipes and quality ingredients, we believe The Original Soupman is rapidly establishing itself as an important player in the multi-billion dollar soup category," Brett Shevack, CEO and founder of Brand Initiatives Group, said in the release.