We recently threw our doors open to the effervescent Joey Essex – the face of the new integrated campaign for Batchelors’ ‘Deliciously Thick Cup a Soup’.

Starring in the new TV ad, Joey is seen making a deliciously creamy Cup a Soup to a classical music soundtrack as a voiceover states ‘Incredibly tasty. Phenomenally thick’. The ad. ends with Joey looking somewhat confused – figuring out if the statement refers to him.

During Joey’s media tour at our offices, we set up interviews for him with 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 on the new phenomenally thick soup. With 3.5m followers, Joey’s tweets alone generated 37.5k likes and 2k comments. As natural and amusing, off screen as he is on screen, Joey had some of our team swooning (we’re still talking about how white his teeth were!).

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