How do you use a new product launch to recruit a new, younger cohort of consumers for a heritage brand like Baxters?
Following a competitive pitch in 2019, we were appointed to launch Baxters’ new range of soup pots, Super-licious.
Our research highlighted an opportunity to differentiate the product from drab or costly lunchtime alternatives amongst our target Millennial and Gen-Z city worker, and help position Super-licious as their ally. Inspired by people’s protests, the Lunchtime Super-Club campaign adopts a disruptive tone of voice and activation armoury, with hot-housing of commuter hubs in London and Manchester.
Our digital OOH takeovers and giant heated pot installations at Waterloo and Piccadilly stations will be followed by a calendar of commuter sampling, digital promotions and guerrilla stunts to drive earned content, awareness and trial.
The campaign launched earlier in the year; reaching over 4 million, distributing 52,000 samples, and helping to secure new national listings.