Baxters Food Group will be back on television screens for the first time since 2012, as the company decides to invest in an advertising campaign this winter. The ‘We Make Super’ campaign will feature a 30 second TV ad created by Edinburgh based Leith and will showcase the quality and skill used in Baxters soups.
“At a time of economic uncertainty, Baxters Food Group is digging deep and investing in advertising to grow our business and the value of the tinned soup category as well,” said John McMullen, CEO of Baxters European Business Unit.
“As the advert says, ‘We Make Super’ through excellent ingredients and recipes plus the commitment of our Super employees and suppliers. Consumers will be reminded that there is a premium brand around this winter and our Customers can enjoy super sales too,” John added.
The ad was launched on the 4th of November 2018 and will be running nationally across all channels until February 2019, exposing over 34 million consumers to the campaign. The TV advert tells of what makes Baxters soup different to others, through great quality ingredients and ‘super heroes’ like the Lossiemouth smoked haddock supplier Billy Edwards and Chef and Development Manager Darren Sievewright.
To further amplify the campaign, Baxters will sponsor Sky channels CBS Action and CBS Reality between November and March. These channels will reach over 10 million adults with high frequency through their high-involvement programming such as NCIS.
The ‘We Make Super’ campaign will also include extensive social media advertising, which will focus on the chunky, filling Hearty range and the new Super Good soups. Developed in response to the broader consumer trend for healthy eating, Super Good has already driven category growth by attracting new, younger consumers into ambient soups, while helping to tackle the perception that fresh soups are healthier than tinned.
