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."