Premier Foods will be driving awareness of Batchelors ‘Deliciously Thick’ Cup a Soup, with a new TV advertising campaign.

On air now, the advert will highlight the product’s premium, ‘deliciously thick’ proposition and the campaign aims to resonate with younger shoppers through the use of popular TV personality, Joey Essex.

The ad, supported with POS merchandising, begins by showing a young ‘tasty looking’ man who can not be fully seen. Little by little, the mystery man is revealed to be Joey Essex making a Batchelors ‘Deliciously Thick’ Cup a Soup, showcasing the link between the benefits of the soup and Joey. Throughout the tongue-in-cheek advert, a voiceover is heard highlighting the key benefits of the product including; texture, taste, exotic herbs and spices and the high quality ingredients used within the product.

Batchelors Marketing Controller Jess Ali said: “Since launching in September, consumers have been enjoying the thick texture of this new Cup a Soup from Batchelors, and the new ‘world’ flavours have attracted new consumers to the category. As the face of the campaign, not only will Joey Essex help bring the product to life by appealing to a younger audience, but he will also help highlight the product’s thick and tasty qualities.

“Although traditional British flavours continue to be popular in soup, our insight tells us that consumers also want more exotic flavours. Our new ad campaign brings this to life, adding a modern twist to attract incremental shoppers to the category whilst ensuring we do not alienate Batchelors Cup a Soup’s loyal fan base.”

The Batchelors ‘Deliciously Thick’ Cup a Soup range is available in: Thai Inspired Chicken & Sweet Potato, Mediterranean Style Tomato & Red Pepper, Southern Style Pulled Pork and Classic Carrot & Coriander

The TV campaign will run for four weeks after launching on March 1.