TUESDAY, OCTOBER 25, 2005 Baxters warms up Chatelaine readers with soup-vertorial Chatelaine's November issue, featuring the campaign's "warm lunches" theme, is currently on newsstands. "Each issue will have a different theme," says Weiss. "In December, it's holiday ideas and February will have a winter theme. We worked with Chatelaine's own food editors and photographers to create the ads. We wanted it to appear like an advertorial."
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Baxters
Soups is targeting the readers of Chatelaine. Just in time
for the holidays and for 'soup season', the U.K.-based company has
placed inserts in the French and English versions of the mag. Perforated
recipe cards using soups will run adjacent to ad page buys in Chatelaine
for the November, December and February issues. As part of a national
awareness campaign, Baxters is also sampling its products at Women
of Influence luncheons in Toronto, Calgary and Vancouver, explains
Ed Weiss, media director at The Brainstorm Group, the Toronto-based
agency behind the deal.