Reality TV ‘star’ Joey Essex has been brought on board by Batchelors, the company behind Cup a Soups, playing on his ‘thick’ persona. Cup a Soups has this week (1st March) launched their “Deliciously Thick” campaign to promote a new range.
Joey Essex turns up the heat in the 30-second ad, which has gained almost 7,000 views on YouTube in 3 days. The ad itself plays on Essex’s own public persona along with the stereotypical tendency in advertising to pitch regular household items as luxurious rarities.