It’s the number-one premium soup brand in Scotland. But now the Montreal-HQ’d Canadian division of Baxters Soups is looking to boost its presence in the Canadian ready-to-serve market. As part of that effort, this week the company launched its largest ad campaign in this country.

Executed on superboards, wall banners, billboards, transit shelters and columns throughout Toronto and Montreal, the creative – which is also set to appear in several national magazines – features appetizing close-ups of simmering bowls of soup, along with the evocative headline ‘Four Generations of Family Crafted Soup.’

Although he declined to disclose the exact amount of the ad spend on this initiative, it is roughly double that of Baxters’ previous Canadian campaigns, says Ed Weiss, spokesman for Toronto’s BrainStorm Group, which produced the creative. BrainStorm also handled the media buys in collaboration with the Toronto office of Active International.