A previously dominant brand, Batchelors came under severe threat from own label brands. Problems: had a weak and old-fashioned image, a disparate product range and was aimed at a declining (old age) market. Objective: to revitalize the Batchelors soup brand and unify the brand, promote its traditional values while appealing to new users. 'Root' (Soup / core product) and 'branch' (pasta, Supernoodles, savoury rice) approach. Media: TV. Results: immediate upturn in the market, and in Batchelor's share. Products were identified as components of a single range. Sales increased for all products and the brand was revitalized.