Premier Foods is investing £3m in advertising its Batchelors Soupfulls range this year, kicking off with a TV campaign next week to promote its health credentials. The TV ad plays on the soup's chunky consistency and features two men fencing with a spoon and a fork to decide which cutlery is best suited to eating the soup. It marks the first support for the brand since it was launched last September. "Over recent years the dry and ambient soup sectors have missed out as consumers have increasingly turned to fresh products for their perceived quality, freshness and health benefits. Soupfulls will redress the balance," said Laura Molloy, marketing manager for Batchelors. The push will include an outdoor poster campaign, sampling and in-store support coinciding with the TV ads.

Topics