Baxters is urging people to ditch their usual lunch for two weeks in favour of soup via an innovative digital and social media campaign.
The Souper Swap Challenge is running across Baxters‘ Facebook, Twitter and Instagram channels during the first three months of 2017 to attract a new audience to the brand, while maintaining appeal across its established fanbase.
The online campaign centres around a social media competition that allows people to nominate their office to win a microwave and enough Baxters soup for everyone for two weeks. The brand’s social media community can share their Souper Swap Challenge experiences, photos and tips.
A specially dedicated microsite attached to the Baxters Kitchen website hosts an informative hub and includes a link to a sharable Buzzfeed style quiz, called ‘What does your lunch say about you?’ that provides insights linking lunchtime habits to different personality traits.
Also hosted on the site is advice from nutritionist Fiona Hunter, who says: “The Souper Swap Challenge is an excellent way to kick start your healthy eating regime. A bowl of soup is a nutritious and filling lunch and has much less fat and calories than many other lunchtime options.”
As well as promoting Baxters‘ Hearty and Vegetarian ranges, the site is home to original recipe ideas by in-house chef, and Masterchef 2015 finalist Darren Sivewiright. Customers can also purchase ready made Souper Swap Challenge boxes, in Hearty, Vegetarian or Ultimate, for £10 with free delivery via the Baxters Kitchen website.
Christine Clarke, Head of Marketing for Baxters, says: “We know that health and wellbeing are strong drivers when it comes to making informed and convenient choices around meals. Baxters soup provides the perfect solution for an easy, good value lunch that’s healthy and nutritious.
“Centring the campaign around a specially designated digital platform and across social media provides the best way in which to communicate and engage with our already loyal customer base, while building brand awareness and bringing a new audience to Baxters.”