Premium Plus gets the picture in magazine ad

Kraft Canada’s Premium Plus cracker brand is literally in the soup in a unique magazine execution that is part of a broader English and French campaign, “It’s what your soup wants.” Developed by Kraft’s media agency MediaVest Canada in partnership with Transcontinental Media, the ad is appearing in nearly one million subscriber copies of Canadian […]

Kraft Canada’s Premium Plus cracker brand is literally in the soup in a unique magazine execution that is part of a broader English and French campaign, “It’s what your soup wants.”

Developed by Kraft’s media agency MediaVest Canada in partnership with Transcontinental Media, the ad is appearing in nearly one million subscriber copies of Canadian Living, Style at Home, Canadian Gardening, Coup de Pouce and Decormag.

The ad consists of a sticker bearing an image of Premium Plus crackers affixed to a photo accompanying a soup recipe. When peeled off the page, the sticker directs readers to the website AddSomePlus.ca, where they can find additional soup recipes and product information.

“It acts as a point of interruption and leverages editorial content to pique curiosity and inherently link soup and our crackers,” said Melissa Grant, senior brand manager for Premium Plus crackers. “By using a captive audience of readers already looking at soup recipes, it acts as a reminder to use Premium Plus with soup and increases awareness of other Premium Plus varieties.”

According to a Transcontinental representative, the idea arose from planning sessions between the company’s national account manager, Monique Hourd, and a MediaVest Canada representative.

“We are always open to exploring creative uses for print that will capture the reader’s attention and add value to their experience,” said Janice Davidson Pressick, senior specialist, marketing and communications, for Transcontinental Media in Toronto.

Asked about the apparent melding of advertising with editorial content, Pressick said: “It marries nicely with the editorial and is not much different than running a bind-in insert over the editorial magazine page or a pop-up blocker over an article online.”

“We are so pleased to be working with an open-minded agency like MediaVest, which appreciates the importance of providing unique campaigns that are so well suited to our editorial,” said Lynn Chambers, group publisher with Transcontinental.

The ad was created by Sharpe Blackmore Euro RSCG.

Brands Articles

Super Bowl ads run the emotional gamut

From offbeat humour to heartfelt, brands do their best to stand out in the crowd

Nissan Canada takes to the mountains for Super Bowl ad

Commercial is the fifth instalment in #ConquerAllConditions campaign

The lessons from LinkedIn’s failed ad network

The social media service for professionals is reaching a critical turning point

Adobe suggests some marketing execs are making bad bets

An ad aimed at CMOs shows a Super Bowl investment gone horribly wrong

Luxury retailers to battle it out as sector faces challenges

Trendex North America expects sales to bottom out in the coming years

Photo Gallery: Marketing’s Best of the Year

Agencies, clients, media and tech came together to see who would be chosen

Manulife adds Glenn Hollis as Canadian CMO

Exec comes with experience from Tim Hortons and a long agency background

How Molson Canadian regained its cult status

6 steps to reclaiming the brand pride inspired by 'The Rant'

Marketing reveals its ‘Best of the Year’ winners

Have a look at the Marketer, Media Player, Agency and Tech Player of the Year