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JWT, which is already the incumbent on the brand's advertising account, won the business after a pitch against a number of specialist digital agencies, including Skive and D8 Communications.

It will now oversee all of Baxters' digital activity, including eCRM and social media work, as the food company looks to build up a better relationship with the online community. The appointment marks the first time that Baxters has retained an agency to handle digital.

JWT has worked with Baxters on its ad business since August 2009. The account was previously handled by the Edinburgh-based The Union.

Since winning the business, JWT has launched a print campaign for Baxters' soup range, using the strapline: "Because taste matters."

Baxters is the bestselling premium soup brand in the UK. It also produces chutneys, condiments and preserves.