Food loves collaborations: Heinz soups with Cath Kidston

Cath Kidston founded her first store in 1993, selling floral ironing board covers.

25 years after Cath Kidston has developed into a much-loved quintessentially British lifestyle brand with a global, multi-channel presence.

To celebrate the 25th anniversary, Cath Kidston collaborates with the food giant Heinz: for the first time ever, the classic Heinz Soup cans become the subject of a design take over.

Cath Kidston’s print design team developed three iconic designs – Cowboy, Button Spot and Bramley Sprig – to adorn the classic cans of Heinz Soup, which have remained largely untouched and unchanged over the last 108 years.

HEINZ X CATH KIDSTON is a very special limited edition collector’s box, sold online and in 10 Cath Kidstons stores. The box features Button Spot Cream of Tomato Soup, Bramley Sprig Vegetable Soup and Cowboy Cream of Chicken Soup. It also includes an exclusive Cream of Tomato Soup in the iconic Cath Kidston Guards print, which is only available at Cath Kidston.

The same cans are also sold separately in selected supermarkets in UK, of course.
The collector’s box is priced at £10 with 100% of the proceeds being donated to The Trussell Trust, a network of food banks that provide emergency food and support to people in crisis.

A case which tells a lot about how even mass food brands can communicate innovative narratives through the collaborations platform.

About Paolo Lucci

Branding and licensing specialist, Brand Jam's founder and heartful promoter.