Baxters returns to TV advertising after five-year hiatus

Baxters is returning to TV advertising this weekend for the first time in five years as it plans to boost investment into the soup brand.


The TV ad, which will debut this Sunday during ITV’s Downton Abbey, features a couple of friends, who when faced with unexpected visitors create an “unforgettable Lochside experience” using Baxters products.

The ad, created by ad agency The Leith Agency, aims to show the “expertise” and “best quality ingredients” that go into its products. It will run until the end of November.

The campaign also includes the launch of, where users can share and review their favourite recipes using Baxters products. The site, designed by CheethamBell JWT, will also host an online shop where customers can choose from a selection of Christmas hampers. The campaign also includes online advertising and PR activity.

Yvonne Adam, marketing director at Baxters, says: “We will be investing heavily in the brand over the next 3 years. This new TV ad is just the start of an exciting new marketing campaign for the business.”

The campaign follows rival Heinz making strong moves within social media, including a campaign where customers can choose to personalise a soup can with names and get well messages.


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