Baxters backs social media to build market share

Baxters will make its first strides into social media next year as part of its £5m marketing campaign to increase its share of the soup market.


The soup brand, which ran its first TV ad in five years last weekend, will launch dedicated Facebook and Twitter pages in a bid to increase dialogue with its customers.

Elaine Tewnion, marketing manager of soup and meals at Baxters, says the company has laid down a three-year plan to increase investment into the business, through further TV advertising – the brand will launch another TV ad next year – and via social media.

She says: “Social media gives us a chance to have a two-way dialogue and offer a more immediate response. Plus consumers can offer feedback, which is really important.”

The social media strategy will be implemented next year. Tewnion says Baxters is still deciding whether it will appoint a dedicated social media head or if the responsibility will fall elsewhere in the business.

Tewnion says the brand believes building communication with consumers is vital to increasing its market share – Baxters is the UK’s second most popular soup brand behind Heinz, with a 17% market share.

“The first step is getting out to consumers and talking to the masses. From there we will develop closer communication points through the likes of social media and the website,” she says.

Baxters will also reintroduce ecommerce, which it first implemented in 2006, for all of its products onto its website next year after the functionality was removed as part of the site’s revamp.

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