APL work for Batchelors adopts stylish look

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.

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

consumer magazines.



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.’



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