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Baxters to make first foray into social media marketing

By Jack Adams

Mouse cursor pointing at the words 'social media'

Popular soup brand, Baxters, is planning to make a first foray into social media marketing as it looks to gain an increased soup market share, according to an article published by Marketing Week.

This particular action forms part of a much larger move taken by the company – one that will see them invest £5 million into marketing.

In a bid to integrate new media, the company will launch official Facebook and Twitter pages – with the ultimate aim of increasing the level of conversation with customers.

Marketing manager of soup and meals at Baxter, Elaine Tewnion, stated: “Social media gives us a chance to have a two-way dialogue and offer a more immediate response. Plus consumers can offer feedback, which is really important.”

Baxters currently enjoy a 17 per cent share of the soup market as the second most popular brand – behind market giant Heinz.

Tewnion went on to add that social media would play a big part in Baxters attempt to increase on their current share of the market.

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