The campaign sees a topless Joey grabbing a shirt as he walks out of a bedroom and crossing into a smart kitchen to a classical soundtrack. Pulling the garment on but leaving it undone Joey then proceeds to seductively make and drink a Deliciously Thick Cup a Soup.
Joey smiles at the camera and holds his mug, but falters slightly as the campaign’s messaging appears on the screen and a voiceover reads: “Incredibly tasty. Phenomenally thick”.
The ad launches on 1st March and will run on TV, it is supported by consumer PR activity and will run across major TV networks and social platforms.
Joey said: “I love Cup a Soup. My dad actually has one every day, so I’ve always grown up with it and had it in the house. I couldn’t believe it when they asked me, it’s like it was meant to be!”
Helen Warren-Piper of Premier Foods added: “As the biggest brand in Dry Soup, Batchelors is launching the new Deliciously Thick range – tastier and thicker soups in four exotic world-inspired flavours. We are delighted that Joey Essex is partnering with us, to launch this exciting new range.”
Laurence Thomson, Chief Creative Officer at McCann London, said: “With Joey already such a fan of the brand who else could have fronted our new ‘incredible tasty, phenomenally thick’, campaign? He really put his mind, body and soul into this performance.”