The star of the new Batchelors’ ‘Deliciously Thick Cup a Soup’. TV ad., Joey Essex is seen making a Cup a Soup with a voiceover stating ‘Incredibly tasty. Deliciously thick’. We carried out a series of print and broadcast interviews with Joey including The Sunday Mirror, Fabulous and Closer magazine as well as filming his personal message to his fans and to retailers encouraging them to stock up. With 3.5m followers, Joey’s tweets alone generated 37.5k likes and 2k comments and we also achieved earned editorial in The Mirror, Daily Mail, The Sun and The Guardian – doubling the reach of our original KPI.