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Wavemaker facilitate a partnership with ITV Studios and Crosse & Blackwell

Wavemaker facilitate a partnership with ITV Studios and Crosse & Blackwell

Wavemaker North facilitated an exclusive partnership between ITV Studios and Crosse & Blackwell to support the re-brand of Crosse & Blackwell with a new UK TV campaign, celebrating the British grown ingredients that go into their soups, sauces and children’s meals.

Crosse & Blackwell tasked Wavemaker with supporting the retention and fuelling growth of their new brand propositioning among retailers. Wavemaker’s strategic approach was to raise Crosse & Blackwell’s by utilising ITV weather presenter, Becky Mantin, in an ITV licensing deal.

The result being a 30” TVC - filmed on location at one of Crosse & Blackwell’s iconic growers’ farms in Yorkshire, showcasing how the notoriously temperamental British weather is the perfect environment to produce the naturally sourced ingredients for their range of healthy and hearty soups.

The campaign’s aim is to position Crosse & Blackwell as an authentic British heritage brand, with its local provenance message resonating some 200 years after it was founded.

Wavemaker has focused the six-week campaign on airtime around primetime national weather forecasts, running on ITV1 in the Granada, Yorkshire and Midlands areas.