Baxters Food Group, the family-owned UK soup maker, is investing GBP1m (US$1.6m) in advertising for its soup range.

The brand campaign is part of a broader programme of activity to support Baxters soup, which includes a pack redesign and the launch of new and improved ranges and recipes, the company said today (26 November).

The advertising will run primarily in national newspapers including, The Times, The Guardian and The Daily Mail, as well as Scottish titles The Herald and The Scotsman.

Running from November to March 2010, Baxters is hoping to reach 22m adult consumers with the campaign.

In August, Baxters announced plans to relaunch its entire soup range. The relaunch saw 11 new recipes added to the Baxters soup range and 15 improved recipes.

The soup maker saw its annual operating profit drop significantly earlier this year.

The group posted a drop in operating profit to GBP0.6m for the year to 31 May, down from GBP7.5m in the previous year.

Sales increased by 2.1% to reach GBP116.4m from GBP113.9m in the 2007 period.