Baxters are back on TV!


Baxters Food Group, the premium soup brand, are bringing their family friendly products back to TV for the first time in 6 years this winter and at Carat we’re happy to have helped make it happen!

Jonathan Bottomley Marketing Executive Edinburgh Television Campaign Scotland marketing Advertising

There aren’t too many iconic Scottish brands known throughout the world for the quality of their products, but Baxters is one of them; and this campaign needed to show that!

The ‘We Make Super’ campaign showcases the great quality ingredients that Baxters use and super heroes associated to the product. The focus of the advert was to show how and what makes Baxters soup different to others. It features smoked haddock supplier, Billy Edwards, who has been working with Baxters for over 40 years and Darren Sievewright, Fraserburgh local, who has been working for Baxters as Chief Innovation Officer for over 7 years (and was a Masterchef semi-finalist in 2014!).

The campaign will be spread across both traditional and digital media, by utilising television advertising, television sponsorships and promoting heavily on social media. The advert was launched on ITV during Sheridan Smith: Coming Home on 4th November 2018 and runs nationally until February 2019; exposing over 34 million consumers to the campaign.

Baxters will also have a series of sponsorships between November and March across Sky CBS Action and Reality channels, reaching over 10 million adults; whilst also focussing on winter favourites, like the chunky, filling Hearty range and the new Super Good soups on social media.


Chris Marsh, Managing Director for Carat Scotland, said: “As an agency proud to be based in Scotland it is our ambition to work with iconic Scottish brands generating innovative media and communication strategies.

“Our association with Baxters satisfies both of these criteria – one of Scotland’s leading FMCG companies who are embracing the latest digital marketing techniques.”


Jo Nola, Marketing Controller for Baxters Soups  said “As a challenger brand, investing to grow our category, we need superb creative and media to drive us forward.

Carat recently won our media pitch and show first class customer targeting and client service. The trade will benefit from a beautiful blend of traditional and digital media this winter. We thank both Leith and Carat for their thought leadership and flawless execution."


Jonathan Bottomley Marketing Executive Edinburgh Television Campaign Scotland marketing Advertising
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