Baxters Soups is targeting the readers of Chatelaine. Just in time for the holidays and for ‘soup season’, the U.K.-based company has placed inserts in the French and English versions of the mag. Perforated recipe cards using soups will run adjacent to ad page buys in Chatelaine for the November, December and February issues. As part of a national awareness campaign, Baxters is also sampling its products at Women of Influence luncheons in Toronto, Calgary and Vancouver, explains Ed Weiss, media director at The Brainstorm Group, the Toronto-based agency behind the deal.
Chatelaine‘s November issue, featuring the campaign’s ‘warm lunches’ theme, is currently on newsstands.
‘Each issue will have a different theme,’ says Weiss. ‘In December, it’s holiday ideas and February will have a winter theme. We worked with Chatelaine’s own food editors and photographers to create the ads. We wanted it to appear like an advertorial.’
