Two executions account for part of the new brand’s £5.5m support budget and will feature the strapline ‘Real soups on the go’.
Launched in June this year, the four-strong range’s strongest selling point is that the products can be held in the hand immediately after heating in the microwave, thanks to a special insulating mechanism that keeps the outside of the cup cool.
Senior brand manager Ninfa Grazzini said the range suited today’s busy lifestyles. “The soup is ideal for people on the move because it has a snap-on lid and an insulated cup and sleeve,” she explained. The first
ad features a typical modern day dad carrying a cup of tomato soup to the car as he runs a free taxi service for all his family, including his mother-in-law.
The second shows a doctor carrying a cup of the Chicken and Sweetcorn variant around while attending to patients and doing the washing up during a hectic day at the hospital.
The soup, which heats in 90 seconds, comes in Sundried Tomato & Basil, Forest Mushroom, Chicken and Golden Sweetcorn and Cream of Tomato flavours.