A week after the purchase of the New Covent Garden brand by Hain Celestial, the UK’s number one name in fresh soup has announced its biggest ever national TV advertising campaign.
The £2.5 million campaign, which runs throughout November, spearheads a £5 million brand initiative for New Covent Garden soup this winter.
Nigel Parrott, New Covent Garden Group Marketing Director, says the TV advertising will ‘stir up’ people’s emotions about the fresh, wholesome values of New Covent Garden soup.
“The commercial highlights New Covent Garden’s core values and highlights that New Covent garden Soup tastes as good as home made. Not only will it connect with our core consumers, it will also resonate with people looking to enjoy fresh, wholesome food at its very best.
“The s
ize and scale of the campaign will enable us to reach more consumers than ever before and will re-inforce New Covent Garden’s position as the nation’s favourite fresh soup brand,” says Parrott.
The commercial begins with the sun rising at dawn over a vegetable patch, which is revealed to be a window box in an apartment. Five New Covent Garden soup packs appear out of the earth before a woman picks a carton, heats the soup and sits down to enjoy it. The end frame shows the window box with three New Covent Garden packs and the emotive strapline: Bring Wholesome Home.
One version of the commercial features New Covent Garden soup’s first ever on-pack promotion, giving consumers the opportunity to win a £500,000 farm.
The TV campaign forms part of a wide-ranging brand initiative. Other key elements include new and improved recipes, new pack designs, clear segmentation of the 32-strong range and a ground-breaking, new website which is set to become the world’s largest online community for soup fans.
New Covent Garden Soup Co.
Trade enquiries: 0113 248 0606
www.newcoventgardensoup.com
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