Experiential agency RPM has created a through-the-line campaign for Baxters fresh soup range, “Fresh Ideas from Baxters”.

The campaign focuses on three key cities: Birmingham, Edinburgh and Manchester and the activity will reach consumers at several key touch points throughout the day both through the use of live and traditional media.

Brand Experience will be central to the campaign delivering whole product lunch gifts and sample serves in stations, city centres, offices and gyms to 75,000 consumers over the activity period. Consumers will be encouraged to try a variety of deli quality fresh soups including, Curried Parsnip and West Country Apple or Spanish Chorizo and Chickpea. The campaign will also support local top end grocers with brand theatre and a sales-driving gift with purchase mechanic targeting 35,000 consumers.

A “mini-sabbatical”, a culinary trip to India, can be won through the digital site and the competition will be supported through both print and outdoor media in and around the targeted cities.

The activity will be evaluated by assessing the impact on penetration of the Fresh Ideas from Baxters brand amongst 25-34 ABC1s as well as measuring consumer perceptions of the brand and activity ROI.