Premium Plus + soup = fireworks

Some things are just meant to be together. Like soup and crackers.

Some things are just meant to be together. Like soup and crackers.

To drive this message home, the latest TV spot from Premium Plus, a Don Mills, Ont.-based Kraft Canada brand, depicts soup ‘fireworks’ happening each time a cracker lands in a bowl of soup. The song ‘Celebration’ by Rare Earth reinforces the festive feel.

‘It was a great brief with a very tight main message: Premium Plus makes soup better,’ explains Ron Tite, VP/CD at Toronto-based Sharpe Blackmore Euro RSCG. ‘We thought: what happens when things get better? People celebrate.’

The spot strategically features multiple kinds of soup. ‘We wanted to ensure that Premium Plus grew as the soup category grew, and make sure that people would think to put Premium Plus in their squash and minestrone soups, like they would with the more traditional soups,’ says Tite. ‘I’m a cream of mushroom man, myself.’

Tite says the unusual spot is a deliberate departure from more traditional CPG ads to keep Premium Plus more contemporary. ‘We didn’t just want to show a happy, smiling mom serving soup.’

The ‘fireworks’ were created by literally blowing up bowls of soup. Tite says the shoot, which didn’t wrap until about 4 a.m., was one of the messiest he’s ever been on.

The spot broke across Canada in late January, and is also running in Quebec with the English ‘Celebration’ lyrics stripped out.

advertiser: Shirley Mukerjea, brand manager; Heather Crees, VP snacks and cereal, Kraft Canada

agency: Sharpe Blackmore Euro RSCG

CD: Ron Tite

AD: Mike Sundell

copywriter: Brent Turnbull

account executive: Kathryn Smirle

executive broadcast producer: Francesca DeRose

prodco: Brown Entertainment

director: Eddy Chu

executive producer: William Cranor

line producer: Erik Wilson

DOP: Gabor Tarko

editor: Brian Noon

senior inferno artist: Dominik Bochenski

post production producer: Cathy Jefferies