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."


You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%


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

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published