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Baxters breaks Canadian campaign

Scottish soup company Baxters has begun a new ad campaign to raise awareness of its products in Canada. The effort, developed by The BrainStorm Group of Toronto, consists of billboard, wall banner, transit shelter and column advertising in Toronto and Montreal, as well as national magazine ads. The creative uses the copy, “Four Generations of Family Crafted Soup,” along with a close-up image of a bowl of soup. “We wanted consumers to be aware of the expertise behind Baxters soup,” said Leny Ortuno, senior brand manager at Baxters in Montreal. “For four generations, the Baxter family has been crafting sumptuous soup made of the highest quality ingredients.”

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