Baxters holds pitch for advertising account

Baxters Food Group, the soups and condiments company, is reviewing its advertising business.

Baxters appointed JWT London in 2009
Baxters appointed JWT London in 2009

The Baxters marketing communications manager, Colette Gourlay, has been in touch with agencies directly inviting them to pitch for the account.  

The winning agency will create a TV campaign for the brand, to air in October.  Pitches are understood to be happening in the next few days.

JWT London is the incumbent on the account and also handles Baxters’ digital advertising after picking up the business in May following a pitch.  

The agency has worked with Baxters since August 2009, when it won a pitch for the business against Rainey Kelly Campbell Roalfe/Y&R, The Red Brick Road and Dye Holloway Murray.  

Recent work by JWT for the brand has included a print campaign for Baxters soup range using the strapline: "Because taste matters".  

The family-owned company is based in Scotland and has been making soups since 1914. Its canned soups are made to distinctive recipes, including Royal Game.  

Apart from gourmet soups, the Baxters range includes conserves and honey, pasta sauces, chutney, mayonnaise, dessert sauces, confectionary and biscuits.    

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