Batchelors Cup A Soup 'Cup A Soup jar' by Delaney Lund Knox Warren & Partners

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Delaney Lund Knox Warren & Partners' work for Batchelors Cup A Soup supports the launch of the new jar of instant soup, continuing the "Great Big Hug in a Mug" campaign launched in January last year. The ad features multiple blue furry arms who leap out of a plane and float down on to the shoulders of chilly parents standing on the sidelines of a children's football match. The arms give the parents a hug as they take the first sip of their Cup A Soup. A press ad shows the five parachuting blue hugs holding the Batchelors Cup A Soup 12-servings jar. Batchelors has a 69% share of the £70m instant dry soup market.

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Released: 16 November 2005

Credits

Project name
Batchelors Cup A Soup Jar
Client
Nicola Richardson, senior brand manager
Brief
To get people to drink Cup A Soup more frequently by promoting the 12-serving jar product
Creative agency
DLKW & Partners
Copywriter
Richard Holmes
Art director
Remco Graham
Planner
Anna Hutson
Media
ZenithOptimedia
Media planner
Howard Titley
Producer
Christian Lobo
Production company
Independent
Director
Maggie Zackheim
Editor
Trish Fuller, The Whitehouse
Post-production
Glassworks
Audio post-production
Grand Central
Exposure
National television, press

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