Ammirati Puris Lintas has unveiled its launch campaign for
Batchelors Cup a Soup Thick and Creamy using feline imagery in a bid to
attract a younger audience.
The press and poster campaign breaks this Sunday, as the clocks go back,
to coincide with the onset of winter.
The agency has hired Nina Shultz, a New York fashion photographer, to
create a modern look for the campaign. The first ad features a woman
with large green cat’s eyes holding a mug of Cup a Soup Thick and Creamy
with the line: ’So creamy you’ll lap it up.’ Other executions show the
woman relishing the soup in typical feline haunts - on a rooftop, or
curled up on a branch, high in a tree.
APL aims to dominate the market using outdoor and press rather than
competing for consumer awareness in the pre-Christmas TV arena. Cup a
Soup Thick and Creamy will be the major Superlite advertiser during
October and November, with the ads appearing on more than 6,000 sites.
This will be followed by a five-month press campaign in TV listings and
The ads were created by the copywriter, Nicky Bullard, and the art
director, Alison Peaty. Media planning was through APL, with media
buying through Initiative Media.
Nick Welch, APL’s executive creative director, said: ’This is a
distinctive advertising idea that demonstrates the nature of the product
in a creative fashion.’