Soup brand Baxters is launching a new £5m communications campaign, which sees it back on TV for the first time in five years and a new website, online advertising and up-weighted PR activity.
Airing nationally from 23 October 2011, the TV ad has been designed to reinforce that no-one makes soup like Baxters, the company says.
The advertisement features a couple of friends, faced with unexpected visitors who improvise to create an unforgettable Lochside experience with a little help from Baxters.
The first ad will debut this Sunday during Downton Abbey which attracts up to 9m viewers. It will then run until end of November 2011 exposing 21m consumers to the campaign before Christmas.
A PR and online campaign will amplify the Lochside TV activity which will include money-can’t-buy consumer competitions for a chance to win a Lochside break in Scotland.
As part of the wider communications programme, a new consumer facing website has been designed. Baxters.com will feature an interactive taste portal where consumers can share and review their favourite recipes using Baxters products. Another key attraction for consumers will be an online shop facility where they can choose from a selection of Christmas Hampers. The new site will also include a selection of videos demonstrating the lengths Baxters go to, to deliver the best tasting products, the company claims.
Yvonne Adam, marketing director of Baxters, said: “We will be investing heavily in the brand over the next three years. This new TV ad is just the start of an exciting new marketing campaign for the business.
“At Baxters we take such enormous care over the creation of our soups. Reinforcing our quality and taste credentials to consumers is essential to ensure we are front of mind when shopping.”