3.5m Baxters poised to review

Scottish soup supplier Baxters of Speyside is expected to review its 3.5m advertising account.

The move is understood to be part of the privately-owned company’s plans to modernise its image. Last year, it introduced 35 new flavours, including modern ingredients usually associated with fresh soups, such as crème frache and lemon grass.

The company is understood to have talked to a number of agencies about the account, which is part of a 6m marketing budget.

The business has been with The Bridge Alliance for nine years. It is understood The Bridge will be asked to repitch, but Baxters is also talking to other Scottish and London agencies.

Last month, Baxters said it aims to double turnover to 100m during the next five years. It is also expecting to increase its advertising budget to support its product range, which includes preserves and beetroot as well as soup.

Any review might signal the last TV appearance for Ena Baxter, the wife of Baxters’ president Gordon Baxter, who features in the current campaign as the symbol of Scottish family wholesomeness.

If The Bridge loses the account it would be the agency’s first loss since it bought itself out from Lopex Communications at the beginning of this year.


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