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Baxters | Company Profile, Marketing Contacts, Media Spend, Brands




Baxters is an international food company. The company is best known for canned soups, made to unique recipes, such as Royal Game. It also makes a range of jams, pickled vegetables and chutneys.

Main Telephone 01343 820 393
Main Fax 0141 418 5705
Primary Address
Baxters House
Fochabers
Moray, Lanarkshire IV32 7LD
Scotland

Baxters Contacts

Contacts (5/11)
Name Title City
Audrey B. Executive Chairman Lanarkshire
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: 01343 820 393
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Baxters House
Fochabers
Moray, Lanarkshire
IV32 7LD
Scotland

Bill K. Chief Executive Officer Lanarkshire
Cara C. Marketing Director Lanarkshire
Geoff B. Group Innovation Director Lanarkshire
Elaine M. Innovation Marketing Manager Lanarkshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Baxters - Prod Rge ******
Fray Bentos - Prod Rge *

Agency Relationships


Brand Agency Service From To
******* - **** *** *&* ****** Creative 2015 present
******* - **** *** ******** ********* Media Buying, Media Planning unknown present
**** ****** - **** *** ******* media buying & planning unknown present
**** ****** - **** *** ******** ****** Creative 2016 present

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WinmoEdge

ATL Campaigns Imminent: Baxters taps Hometown without a pitch


Subject: TV, digital, print, ATL, sponsorship

Company: Baxters, international food company best known for canned soups, made to unique recipes, such as Royal Game.

Opportunity: Without a pitch, Baxters appointed Hometown to lead strategy and creative for Fray Bentos. The agency is set to carry out a sponsorship campaign on ITV4 this month, so sellers should start going after millennial and mom focused dollars now. Fray Bentos is due for a repositioning after several years void of any above-the-line advertising, so look for ad spending to be up.

This past October, Baxters handed its creative account to TV , with the help of The Mill, in a campaign entitled “Big on Flavour”.

These agency shifts follow Baxter’s sponsorship of the Loch Ness Marathon and Festival of Running that took place in September. With a fiscal year ending in May, you may still have time to be part of Baxters’ strategic planning and marketing budgeting for FY17, making it more likely to score business in time for a historically higher spending period. ATL sellers should reach out as both brands will have many more campaigns roll out before the end of the traditional calendar year. 

Further Insight

Audience: The Fray Bentos brand will have to overcome the health concerns associated with processed meat and will likely target young adults currently in university and children, relying on the convenience factor. As its place of being a staple in the country has faded, it’ll take convincing more than just their cult followers, who swear the brand is an iconic British one. 

Media Spend: Baxters has taken a two year hiatus from TV, resulting in a decline in media spend, having spent only £321k in 2014, down from £827 in 2013. Q1 and Q4 of the traditional calendar year has historically been Baxters’ highest spending periods. 

Other Agencies: Starcom handles media planning/buying for Fray Bentos.

Baxters
Baxters House Fochabers Moray Lanarkshire IV32 7LD Scotland, 01343 820 393

Jaspal Chada
Global Marketing Director at Baxters
jaspal.chada@baxters.co.uk

Mr Elaine Tewnion
Innovation Marketing Manager
elaine.tewnion@baxters.co.uk