February’s ‘Be My Valentine’ themed Soup of the Month is the second soup to have been created and voted for by consumers, via New Covent Garden’s ground-breaking social media campaign. Members of the brand’s online community are invited to submit their own recipes based on pre-selected themes, which are then voted for online.
‘Katrina’s Passionate Pepper and Pear Soup’ celebrates Valentine’s Day perfectly, having been inspired by its creator’s own love of soup. Katrina, from Essendon in Hertfordshire, promised the soup would “send Cupid spiralling”, describing it as: “A delicious winter warmer with a subtle sweetness and tasty texture from the pear” which is sure to leave the consumer with a “warm fuzzy feeling all around.”
“We have been delighted with the number of entries we received for our ‘Be My Valentine’ Soup of the Month theme, which reflects the impressive level of consumer engagement with the brand,” says Nigel Parrott, New Covent Garden’s Group Marketing Director. Katrina’s unique combination of flavours will bring something different to those cosy meals for two, as well as delivering incremental profits for retailers.”
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.
Katrina’s Passionate Pepper & Pear Soup will be available until the end of February 2012 with an RRP of £2.20 in outers of six.
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