Cup A Soup hires 'deliciously thick' Joey Essex to promote new range

Batchelors is launching an ad campaign fronted by a topless Joey Essex to promote Cup A Soup's new Deliciously Thick range.

The star of ITV2's reality soap The Only Way Is Essex, known as an earnest but unworldly celebrity, is at first portrayed as a sex symbol but ends up being compared to the soups as "deliciously thick".

The campaign, which launches with a TV spot tomorrow (1 March), sees Essex grabbing a shirt as he walks from a bedroom to the kitchen, accompanied by a classical soundtrack.

After having some Cup A Soup, Essex smiles at the camera as the brand’s messaging appears on screen and is read by a voiceover: "Incredibly tasty. Phenomenally thick." 

The ad, written by Imogen Jones and James Rooke at McCann London, was directed by Caswell Coggins through Another Film Company.

Carat handled media planning and buying. The spot will be supported by PR and social media activity.

Essex said: "I love Cup A Soup. My dad actually has one every day, so I've always grown up with it and had it in the house. I couldn't believe it when they asked me; it’s like it was meant to be."

Topics

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
How easyJet transformed customer data into emotional anniversary stories
Shares0
Share

1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

Just published

More