Agency: BMP | Author: Sarah Watson |
Taking Scotland and 'Soup' Out of Scottish Soup Advertising
INTRODUCTION
In 1998, BMP and Knorr became conscious that they needed to update their advertising for their stock cubes in Scotland. An award winning BMP campaign had been running intermittently since 1977 and had won folklore status north of the border. It appeared obvious to client and agency alike that the wellloved adverts would need a few relatively straightforward tweaks to modernise them and retain their hardearned brand associations. However, as this paper explains, although the campaign was rich in stockcube advertising properties, Scottish culinary...