Baxters - The personal touch pays dividends

Mark Reid

With increasing competition from Heinz and Campbell’s, Baxters, producers of soup, launched a new campaign in 2003 to combat this.
Agency: The UnionAuthor: Mark Reid

Baxters – The Personal Touch Pays Dividends

INTRODUCTION

Baxters Food Group has been making fine quality foods since 1868. Throughout this period the company has remained entirely in the hands of the Baxter family. Over the years the company has developed an enviable reputation for producing top-quality preserves, chutneys, beetroot and, particularly, soup.

What this paper demonstrates is how in its advertising campaign from October 2003 to March 2004, Baxters leveraged real consumer insight to develop a hugely impactful advertising campaign using radio – a relatively new medium for the brand. The...

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