Baxter News UK

Baxters launches 'Stay Full' soup range


By The Drum Team | Editorial

August 2, 2011 | 2 min read

Soup brand Baxters has introduced a new range of healthy soups this week, which will be promoted through an initial media relations campaign in the coming months.

he company has launched the Stay Full range, which includes Tomato, Chorizo and Mixed Bean, Spiced Butternut Squash and Edamame Bean, Minestrone with Basil & Parmesan, Beetroot, Tomato and Buckwheat and Broccoli, Salmon and Watercress flavours.

Having recently appointed 3X1 to handle PR, The Leith Agency to handle advertising and Cheetham Bell JWT to oversee the brand’s digital activity, a media relations campaign will promote the range, and will be followed by further activity, including social media and digital work in January.

Elaine Tewnion, marketing manager for Baxters, said: “We are always looking for new ways to offer our consumers something a little bit different and identified a growing trend towards functional foods that make you feel good. Our brand is already firmly placed in the category for delivering the healthiest soups but we wanted to take this one step further.

“The Stay Full range delivers on uncompromising taste and quality and provides the unique flavour combinations that you would expect from Baxters, but the high protein content and balanced carbohydrates make the soups a great value and convenient way to enjoy a healthy balanced diet. This is a perfect choice for health conscious consumers who want to eat less and feel fuller for longer without compromising on taste," added Tewnion.

The labels for the range have been designed by Springetts with the aim of differentiating the soups from rival brands, with the ‘Stay Full’ identity set against a white background which also features the key ingredients for each recipe.

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