In addition to targeting New Covent Garden Soup’s core market of empty nesters, the £1.5 million campaign will introduce record numbers of ‘new’ consumers to the brand, reaching more people than any previous single marketing activity.
“We want to reach out beyond our loyalists, and the TV campaign marks the start of a concerted drive throughout 2011 to introduce new consumers to New Covent Garden and the benefits of fresh food,” says Group Marketing Director Nigel Parrott.
The month-long, primetime TV campaign will be screened on ITV, Channels 4 and 5 and multi-channel TV. It marks the start of a £5 million brand spend during 2011, New Covent Garden’s biggest annual brand investment.
The TV commercial focuses on freshness and follows a highly successful regional test launch last year (2010). 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.
“By advertising nationally on TV for the first time, we are signalling our intent to accelerate brand growth, to reinforce our category-leading credentials and to create real standout for New Covent Garden in the fresh soup market,” adds Parrott.
New Covent Garden soup remains the dominant force in the UK’s £150 million fresh soup market. The £60 million brand accounts for around 40% of the market, 5 times higher than the combined share of all other branded products.
* Source: A C Nielsen 52 w/e 30/10/10.
New Covent Garden Food Co.
Tel: 0800 389 4415