March’s Soup of the Month, ‘Robin’s Chipotle Chilli Bean and Chorizo Soup’, is the latest to be created by a consumer as part of New Covent Garden’s innovative social media campaign. The soup was designed by Robin Goodlad, an RNLI crew member from Aberdovey, Wales.
“For every pack sold, New Covent Garden will make a donation to the RNLI, raising a minimum of £6,000,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “Most RNLI crews are volunteers who put themselves at risk to help others in danger, and we’re proud to be able to show our support. We’re sure consumers will feel the same, and expect this month’s limited edition soup to sail off the shelves.”
Each month, members of New Covent Garden’s online community are invited to submit their own recipes based on pre-selected themes, which are then voted for by consumers. This month’s theme, ‘Recovery’, invited recipes that would help consumers get back on their feet after any arduous task.
“Robin’s Chipotle Chilli Bean & Chorizo Soup is ideal for recovery, with its warm, smoky Chipotle, beans and Chorizo,” says Parrott. “Consumers often turn to soup as a ‘feel-good’ meal to provide comfort and nourishment, and this soup certainly fulfils that need -whilst allowing consumers to help a worthwhile cause at the same time.”
New Covent Garden has a long-standing relationship with the RNLI. The brand has supported the RNLI for several years by donating a percentage from sales of its Smoked Haddock Chowder, a permanent SKU in the range, to the charity.
Robin’s winning recipe was one of many received from the public, including a number of RNLI crew members. He promised that it would “warm and revive” the eater “after a cold trip out to sea”.
Consumers are still encouraged by an on-pack call to action to submit their recipes for future Soup of the Months at www.newcoventgardensoup.com, where recipes, tips and a blog are encouraging further engagement with the brand.
Robin’s Chipotle Chilli Bean & Chorizo Soup will be available until the end of March 2012 with an RRP of £2.20, in outers of six.
New Covent Garden
Tel: 0113 248 0606