Campaigns: Sampling - Baxters offers India trip in soup activity

by Gemma O'Reilly, Promotions & Incentives 14-Dec-06

Baxters is taking to the road at the height of the soup season with a comprehensive experiential marketing push on its Fresh Ideas soup range this month.

The campaign, through RPM, takes in sampling, competitions and online elements that sees prizes ranging from mini herb gardens to a trip to India.

"The penetration of chilled soup is relatively low with only one-in-four UK households purchasing the category. We want to raise awareness during our key trading period," said Kirsten Geary, marketing development manager at Baxters.

Some 75,000 consumers will be targeted with samples given out at stations, city centres, offices and gyms in Birmingham, Edinburgh, and Manchester until mid-December. Consumers will be encouraged to try the Baxters' soups, including Curried Parsnip, West Country Apple or Chickpea ranges, and will receive a bag with a 400g serving to take home.

The campaign will also take in independent grocers. A branded market stall will be set up at the entrances of local top-end grocers, where consumers can learn more about the products. Inside the shops, a free-standing chiller unit will display products in-store, while a competition element puts a mini herb garden up for grabs.

A culinary trip to India is on offer on the campaign's digital site and includes a week of cookery sessions and trips to the local food markets and a day at the spice gardens.

Support for the push will include print and outdoor media in and around targeted cities.