DLKW uses hug theme in debut Cup A Soup ad

Delaney Lund Knox Warren & Partners has unveiled its first work for Batchelors with a national TV campaign that features Cup A Soup drinkers receiving a big hug from a pair of blue furry arms.

The ad, called "airport", is part of an integrated campaign that includes in-store, radio and outdoor executions and aims to raise awareness of the brand during the crucial winter sales season.

"We want to hit our customers with messages from all sides to remind them there is no better hot snack at any time of the day than a Cup A Soup," Annie Neil, Batchelors' category director, snacking, said. "The idea reinforces Cup A Soup's heartland of offering warmth and comfort to busy people on the go."

The ad opens with a woman in an airport being chased by a pair of furry arms while she is preparing a Cup A Soup. The arms eventually track her down and envelop her. The ad closes with a voiceover and strapline saying: "It's a great big hug in a mug."

"We took an existing brand equity - the 'hug in a mug' line - and contemporised and energised it," Greg Delaney, a founder and chairman of DLKW, said.

"It is a cut-through idea that comes from the brand truth that soup is comforting and reviving."

The commercial was written by Jayne Marar, art directed by Jo Webb and Remco Graham and directed by Michael Patrick Jann at Independent Films.

Media planning was by Naked and ZenithOptimedia handled buying.

DLKW won Batchelors, which owns brands including Super Noodles and Fray Bentos meat products, in September in a review handled by Agency Assessments.