New Covent Garden Food Co. is backing its market-leading fresh soup range with a heavyweight TV campaign in key trading regions. The peak-time TV campaign features a mix of 30 and 20 second commercials across the Midlands, Meridian, Anglia and West Country. “In a first for the New Covent Garden brand, we are linking the TV advertising closely with quality drama, soaps and light entertainment programmes which are extremely popular with our food-loving, core target market,” says Nigel Parrott, New Covent Garden Company Group Marketing Director.
The TV commercial, first aired last year, focuses on freshness. It shows a white line in continuous search of fresh inspiration. Whenever the line finds anything good enough, e.g. fresh vegetables, it forms the distinctive New Covent Garden carton icon around the ingredient.
“The commercial will generate real standout for New Covent Garden throughout one of our key selling periods and, importantly, will attract new consumers to the brand,” adds Parrott.
The month-long campaign builds on New Covent Garden’s autumn sponsorship of the peak time ITV series, Britain’s Best Dish – a 40-show series reaching approximately 1.5 million viewers.
The £60 million New Covent Garden brand, the originator of the fresh soup category, continues to dominate and outperform the market.
Last year over one million new households bought New Covent Garden soup, resulting in household penetration rising to 16.9 per cent (Source: ACN Homescan).
In addition, volume growth of the New Covent Garden brand is 13.4 per cent up on last year, four times more than the total market (source: Nielsen Scantrack 52 w/e November 28, 2009).
New Covent Garden Food Co
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