Baxters Launches New Marketing Campaign

Baxters Launches New Marketing Campaign

Baxters, the UK’s No 1 premium soup brand, is launching a new £5m communications campaign which sees the company back on TV for the first time in five years and includes a brand new website, online advertising and upweighted PR activity.


Fri, 21 Oct 2011



Drawing upon the care, expertise and best quality ingredients that go into every product, the campaign shows that when you put more into something - like Baxters does with its soups – you get more out.

The advert 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 nine million viewers. It will then run until the end of November, exposing 21 million 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. 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 goes to in order to deliver the best-tasting products.

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."

The new Baxters ad was developed by The Leith Agency, filmed on location at Kyle of Lochalsh in the West Highlands and directed by the acclaimed Alex Telfer. The ad also features music from up and coming Scottish band, Frightened Rabbit with an instrumental version of their anthemic single 'Swim until you can’t see land.'·

The Baxter family, which is now in its fourth generation, has been producing some of Britain’s finest soups, preserves, condiments, pour-over sauces, fruit specialities and a wide range of other fine quality products for over 142 years.

Today,  Baxters Food Group is one of the UK's premium food manufacturers, with over 150 fine food products and some of the country’s leading brands to its name.

Baxters soups contain no artificial colours, flavours or preservatives, with many of the recipes contributing to two of your '5 a day'.

Discover the world of Baxters.

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