Baxters soup is back on TV this weekend for this first time in five years.

The first ad in its new £5m campaign, which runs until the end of November, airs during Downton Abbey on Sunday. It features a group of friends, faced with unexpected visitors, who improvise with some help from Baxters.

As part of the push, Baxters is also rolling out a new website that gives consumers the chance to share recipes using the brand’s products.

Sales of Baxters have fallen 5.2% year-on-year to £45.1m [SymphonyIRI 52w/e 3 September 2011].

Read more
Focus On Canned Goods (30 July 2011)
Baxters launches a feel-full soup range (30 July 2011)