Batchelors Cup a Soup

Batchelors has signed up TOWIE celebrity Joey Essex to front the first TV push for its ‘Deliciously Thick’ Cup a Soup range.

The four-week TV campaign, kicking off today, has been designed to resonate with ‘younger shoppers’ by featuring the reality star and starts by showing a ‘tasty looking’ young man making a ‘Deliciously Thick’ Cup a Soup. The ‘mystery man’ is little by little revealed to be Essex.

Throughout the tongue-in-cheek advert, a voiceover highlights the product’s “key texture and taste benefits” alongside the “high quality” ingredients used to make the range.

As the face of the campaign, not only would Essex help bring the product to life by appealing to a younger audience, but he would also help highlight the product’s “thick and tasty qualities”, said marketing controller Jess Ali, adding the new ‘world flavours’ of the range had already attracted new consumers to the category.

Launched in September last year, Batchelors ‘Deliciously Thick’ Cup a Soup comprises Thai-inspired chicken & sweet potato, Mediterranean-style tomato & red pepper, Southern-style pulled pork and ‘classic’ carrot & coriander.

“Although traditional British flavours continue to be popular in soup, our insight tells us that consumers also want more exotic flavours,” said Ali.

Brand owner Premier Foods is supporting the TV push with PoS merchandising.