Wavemaker North behind Crosse & Blackwell’s ITV partnership

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Wavemaker North has promoted the rebrand of Crosse & Blackwell through a partnership with ITV Studios.

The agency was briefed to highlight its commitment to local producers and relationship between the farmer and the chef.

The 30second television commercial is presented by ITV Weather’s Becky Mantin through an ITV licensing deal, and was filmed on location in Yorkshire.

“We wanted to make an impact through a new design that will bring a disruptive and contemporary edge to the ambient soup category – one that echoes our new variants such as Carrot and Quinoa – but also stays true to our roots as a trusted partner of British Farmers,” explained Dean Towey, Marketing Director for Princes, the parent company of Crosse & Blackwell.

The 6 week campaign is centred around primetime national weather forecasts on Granada, Calendar and the Midlands.

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