Competition in soup heats up this month with marketing campaigns for two major soup brands.
Batchelors Cup a Soup is getting an £8m programme of instore, radio, outdoor and TV advertising starting this week and running to the end of March, while press and poster ads for Loyd Grossman’s
new pouch soup range break later this month.
The new Cup a Soup campaign features consumers getting a hug from a pair of blue furry arms. Annie Neil, category director, snacking, said the idea was to reinforce the brand’s image of “offering warmth and comfort to busy people on the go”.
Meanwhile, the Loyd Grossman activity, which forms part of the brand’s £6m marketing spend this year, builds on its regular theme ‘The taste is in the detail’. Executions in weekend supplements and on sites close to retail outlets will focus on the celebrity gourmet’s deliberations when choosing ingredients.
Howard Beveridge, group marketing director at manufacturer Premier Foods, said the range had already “helped to revitalise” the ambient soup market.
Batchelors Cup a Soup is getting an £8m programme of instore, radio, outdoor and TV advertising starting this week and running to the end of March, while press and poster ads for Loyd Grossman’s
new pouch soup range break later this month.
The new Cup a Soup campaign features consumers getting a hug from a pair of blue furry arms. Annie Neil, category director, snacking, said the idea was to reinforce the brand’s image of “offering warmth and comfort to busy people on the go”.
Meanwhile, the Loyd Grossman activity, which forms part of the brand’s £6m marketing spend this year, builds on its regular theme ‘The taste is in the detail’. Executions in weekend supplements and on sites close to retail outlets will focus on the celebrity gourmet’s deliberations when choosing ingredients.
Howard Beveridge, group marketing director at manufacturer Premier Foods, said the range had already “helped to revitalise” the ambient soup market.
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