Continental revives its 40-year-old jingle in new campaign

Continental has revived its 40-year-old jingle – ‘Nobody makes soup in a cup, like Continental Cup-A-Soup’ – in a new campaign from 303 MullenLowe.

The TVC features an office worker transported to a forest by his Cup-A-Soup where a bear gives him a warming hug.

The campaign has been delivered just in time for the winter months, driving the new tag line ‘Hug in a Mug’.

Cristy Riddell, Unilever marketing director and GM of foods ANZ, said in a statement: “Cup-A-Soup offers an entirely different snack. When you hold a Cup-A-Soup in your hands, it just feels really good, kind of like a hug from a big (friendly) bear. We thought the creative perfectly captured that feel-good feeling.”

Gary McCreadie, 303 MullenLowe executive creative director, stated: “The Cup-a-soup jingle hasn’t been on air since the early 90s which is a bloody travesty as it’s epic. Dripping in nostalgia for Aussies and Kiwis alike. So, anyway, here it is, it’s back and brought to you by a weird old metaphorical bear in a forest.”

The campaign will run across free-to-air TV in Australia and New Zealand, as well as digital, social and national radio.


Unilever Australia
Marketing Director: Cristy Riddell
Innovation Manager: Jennifer Turnbull
Brand Manager: Estefania Runinat, Annie Lucchitti

303 MullenLowe
Executive Creative Director: Gary McCreadie
Creative Directors: Sean Larkin and Adam Whitehead
Senior Business Director: Jono Bates / Ben Glasson
Director: Simon MacRae / Mo&Co
Edit: White Chocolate
Music and Sound: Song Zu


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