Baxters Announces Super Advertising Campaign via Leith

Baxters Food Group is investing in a significant advertising campaign this winter, which will see the premium soup brand back on television screens for the first time since 2012.

The “We Make Super” campaign features a 30 second TV ad created by Edinburgh based Leith, showcasing the quality and skill used in Baxters soups. Media planning and buying was led by Carat.

Launching on 4 November 2018 and running nationally across all channels, the ad will debut on ITV during Sheridan Smith: Coming Home. It will then run 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.

The campaign will also include extensive social media promotion, focused on the chunky, filling Hearty range and the new Super Good soups, and a series of sponsorships between November and March across Sky CBS Action and Reality Channels. These channels will reach over 10 million adults with high frequency through their high-involvement programming such as NCIS.

Jo Nola, Marketing Controller for Baxters soups, said: “As a challenger brand, investing to grow our category, we need superb creative and media to drive us forward. Leith were exceptional in understanding Baxters, and in their delivery of a big creative idea to ignite the brand imagery and appeal. Carat recently won our media pitch and show first class customer targeting and client service. The trade will benefit from a beautiful blend of traditional and digital media this winter. We thank both Leith and Carat for their thought leadership and flawless execution.”

Richard Thomson, Group Account Director for the Leith agency, said: “Baxters are one of only a handful of truly iconic Scottish brands known all over the world for the quality of their products. The new “We make Super” campaign came about because of Baxters’ desire to showcase everything about their products that makes them the best. From the provenance of the ingredients, to the skill of the Development Manager, to the unique Baxter family heritage. The best part from Leith’s perspective, was the desire to do it with a style and conviction that made people say, “I cannot believe Baxters have done that”. That is what makes this campaign different and that is what will make people fall even more in love with Baxters.”

Chris Marsh, Managing Director for Carat Scotland, said: “As an agency proud to be based in Scotland it is our ambition to work with iconic Scottish brands generating innovative media and communication strategies. Our association with Baxters satisfies both of these criteria – one of Scotland’s leading FMCG companies who are embracing the latest digital marketing techniques.”

Source: Leith

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