NEW YORK, NY - April 1, 2021 - Good Stock, the world’s best soup company, today announced its plans to highlight their New York City roots with an immersive experience taking place now through May 1st.
In the last 24 hours, more than a dozen large scale murals have been erected near entrances to R train subway stations between Lexington Ave and Whitehall Street. These murals set the stage for the brand’s ‘Soupway’ exhibit found only by those holding a metro card. With help from the local fire department, Good Stock has taken over a subway car from the city and filled it entirely with their Roasted Tomato Soup. The company is asking riders to bring their own spoons so they can have soup as the car makes stops along the way.
“In NYC, you can’t say you’ve made it as a company until you’ve taken over a subway and plastered ads everywhere. Well, we can’t afford that, but we can make soup,” says Ben LeBlanc, Founder and CEO of Good Stock.
Good Stock’s commitment to small-batch cooking caused initial delays in the project, however. “We had no idea how many batches it would take to fill up a subway car. Do you know how much soup it takes? Turns out, quite a bit,” added LeBlanc.
“Taste is the most important thing to us at Good Stock and we’ll never sacrifice quality for quantity. We’re thrilled to have pulled this off,” says Ricky Fitzpatrick, Director of Marketing at Good Stock. “We were born in New York City, so we’re excited to bring soup to New Yorkers in this new format.”
This announcement comes just months after Good Stock began expanding into the wholesale business, launching with several large national grocery distributors. Good Stock plans to expand their Soupway activation to more cities later this year with a larger variety of soups.
When asked if this was in fact too much soup, LeBlanc replied, “No. There’s no such thing as too much soup.”