[KGVID width=”600″ height=”338″]https://marcommnews.com/wp-content/uploads/2016/02/Premier_CupASoupJoeyEssex.mp4[/KGVID]
The campaign sees a topless Joey grabbing a shirt as he walks out of a bedroom and crossing into a smart kitchen to a classical soundtrack. Pulling the garment on but leaving it undone Joey then proceeds to seductively make and drink a Deliciously Thick Cup a Soup.
Joey smiles at the camera and holds his mug, but falters slightly as the campaign’s messaging appears on the screen and a voiceover reads: “Incredibly tasty. Phenomenally thick”.
Joey said: “I love Cup a Soup. My dad actually has one every day, so I’ve always grown up with it and had it in the house. I couldn’t believe it when they asked me, it’s like it was meant to be!”
Helen Warren-Piper of Premier Foods added: “As the biggest brand in Dry Soup, Batchelors is launching the new Deliciously Thick range – tastier and thicker soups in four exotic world-inspired flavours. We are delighted that Joey Essex is partnering with us, to launch this exciting new range.”
Laurence Thomson, Chief Creative Officer at McCann London, said: “With Joey already such a fan of the brand who else could have fronted our new ‘incredible tasty, phenomenally thick’, campaign? He really put his mind, body and soul into this performance.”