Baxters is on the campaign trail with a multimedia push designed to ‘modernise’ the brand.
The activity breaks this weekend (19 December) with a national press campaign that will run across ‘major’ magazine titles, which will be followed by TV advertising in January.
Created to celebrate the ‘big and bold’ flavours of the brand’s food portfolio, the print and TV work is set in a quirky, offbeat world and introduces the audience to ‘the flavours of Baxters’ by showing two women dwarfed by ingredients.
The push - a new style for Baxters - would help reinvent the portfolio as a “modern British brand”, said global marketing director Jaspal Chada, adding the simple photography captured the “essence of Baxters”.
Advertising agency RKCR, which created the campaign, said: “The ads establish a flavourful personality for Baxters, with the photography showing off the ingredients beautifully, ensuring the focus is on the food at all times.”
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