Consumer, Food and Drink PR - Baxters Food Group
- Nexus was appointed by Baxters in summer 2008, with a brief to re-establish the brand's food credentials and create saliency.
- In the absence of any TV advertising, public relations is Baxters' main means of consumer communication.
- The campaign focuses on engaging with influential food writers and communicating the passion that goes in to creating Baxters' soups, chutneys, conserves and other products using locally sourced ingredients.
- The nutritional value of Baxters soups is underpinned by the brand's sponsorship of the Loch Ness Marathon and Nexus has developed an interactive online campaign to leverage this activity.
- The campaign personalises the Baxters brand not only through the selective deployment of Audrey Baxter, but also by introducing media to the Baxters 'TasteHunters' - the development team behind the products.
- Nexus used the launch of Baxters Deli-Inspired soups as a springboard for an ongoing media campaign. Widespread media coverage was achieved in the national press, consumer magazines and online, helping the new range to become one of Baxters' most successful ever product launches.
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