Created by: Mother Launched: November 2001 The Batchelors brand rejected the familiar imagery of soup as a warming, comforting food associated with countryside and blazing fires in this campaign. Instead it showed soup replacing wine and water on inappropriate occasions. One execution showed opera-goers in full evening dress gesticulating wildly while discussing a performance and showering their female companion with tomato soup from their wine glasses. Another focused on marathon runners fighting over electric kettles at a refuelling stop, with one throwing a cup of greeny-white asparagus soup over his head to cool' himself down while running. Whether or not these situations actually made the products look appetising is debatable, but they certainly managed to establish a personality for the Cup a Soup brand and inject a touch of humour into an otherwise rather worthy' market. {{P&P }}

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