The brand handed over the future development of its popular Soup of the Month recipes to consumers in summer 2011 with the creation of an online community of soup fans, developed with leading social media agency Fresh Networks. Members are invited to submit their own recipes based on a pre-selected theme, which are then voted for online.
January’s Soup of the Month, ‘Michael’s Chicken & Creamed Corn Soup’, was submitted by student Michael Lamont and celebrates Chinese New Year, which in 2012 marks the Year of the Dragon. Inspired by a recipe Michael’s Dad used to make, the Oriental-style soup recipe involves adding egg in a method known as ‘egg-drop soup’.
“We’re delighted with the response to our online campaign, which is successfully introducing a new audience of younger consumers to the brand,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. “The voting aspect of the campaign, which is highlighted by an eye-catching ‘voted by you’ rosette on-pack, gives consumers a refreshing sense of brand ownership which will play an important role in attracting attention to the soup fixture.
“The impressive quality of entries we received reflects the high level of consumer engagement with New Covent Garden’s soups,” Parrott adds. “Michael’s authentic, flavoursome recipe is a true winner and we’re certain it will deliver incremental profits for retailers.”
Encouraged by an on-pack call to action, consumers can continue to submit recipes for future Soup of the Months at www.newcoventgardensoup.com, where recipes, tips and a blog are encouraging further engagement with the brand.
Michael’s Chicken & Creamed Corn Soup will be available until the end of January 2012 with an RRP of £2.20 in outers of six.
New Covent Garden
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