Continental Cup-A-Soup revives its 40-year-old jingle

1 May 2019

Advertiser: Unilever
Creative Agency: 303 MullenLowe

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The new campaign, created by 303 MullenLowe, shares a story of an office worker who is suddenly transported into a forest where a bear give him an unexpected yet warming hug.

Unilever is relaunching its Continental Cup-A-Soup brand with a new campaign called Hug in a Mug', just in time for the Australian and New Zealand winter.

The campaign, which was developed by 303 MullenLow, sees a revival of the 40-year-old jingle: "Nobody makes soup in a cup, like Continental Cup-A-Soup."

Unilever marketing director and GM foods ANZ Cristy Riddell says the creative was designed to capture "that feel-good feeling" when holding a Cup-A-Soup.

The campaign shares a story of an office worker who is suddenly transported into a forest where a bear gives him an unexpected yet warming hug.

303 MullenLowe executive creative director Gary McCreadie says he wanted to create a campaign "dripping in nostalgia". 

"The Cup-a-soup jingle hasn’t been on air since the early '90s which is a bloody travesty as it’s epic," McCreadie says. 

"So, anyway, here it is, it’s back and brought to you by a weird old metaphorical bear in a forest." 

The creative will appear on free to air TV in Australia and New Zealand, as well as digital, social and national radio. 

 

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