A new £5m TV campaign for Baxters, the first for five years, will roll out this weekend.

This is the first campaign by The Leith Agency since its appointment as the lead creative agency for the brand earlier this year, and will include PR activity by 3X1 and a new website for the brands, as well as online advertising, by CheethamBell JWT.

The campaign, which will air nationally, aims to draw upon the quality of ingredients and expertise offered by the brand across its product range and will begin to air during Downton Abbey on ITV on Sunday (23 October).

The campaign will run until the end of November, and will be supported through the new website, which features an interactive taste portal that allows consumers to share and review their favourite recipe using Baxters products as well as an e-commerce facility.

A selection of videos have also been included to demonstrate the work behind the scene at the company.

Yvonne Adam, marketing director of Baxters said: “We will be investing heavily in the brand over the next 3 years. This new TV ad is just the start of an exciting new marketing campaign for the business.

“At Baxters we take such enormous care over the creation of our soups. Reinforcing our quality and taste credentials to consumers is essential to ensure we are front of mind when shopping.”