Baxters soup is hoping consumers will lend it an ear this winter after launching a £2.65m radio campaign.
Adverts, pinned on a Once you've tried Baxters there's no going back theme', hit the airwaves this week and will run for six months.
Running across key regional and national stations throughout the UK, six ads feature fly-on-the-wall conversations in a variety of locations from a New York deli to a Caribbean gift shop talking about the variety and flavour of Baxters soups.
The push includes a £500,000 sponsorship of 100.7 Heart FM and Classic FM's Lunchtime Requests. Claire Quigley, business unit manager for ambient soups at Baxters, said: "The creative for the campaign sets out to remind people about the great choice available. Baxters soup is sold all over the world and we thought this was a great way of demonstrating its popularity."