New Covent Garden Food Co. is backing its market-leading fresh soup range with its first national TV advertising campaign. The £1.5 million campaign – New Covent Garden’s biggest ever single brand investment – breaks in the Central TV region in February, prior to a national roll-out over the coming months.
The peak airtime TV campaign features a 30 second commercial which will be screened on ITV 1, GMTV and Channel 4. It follows record sales for New Covent Garden soup in the final quarter of 2008, when it captured a 53% share of the £111m chilled soup market.
The TV commercial focuses on freshness. 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. The commercial also advertises the fact that New Covent Garden is constantly refreshing its range, reflected by its on-going soup of the month programme.
Nigel Parrott, New Covent Garden Group Marketing Director says major FMCG brands should remain active and engage consumers during the current economic downturn.
“We are seizing the opportunity to create major stand-out for New Covent Garden, introducing new consumers to the brand at a time when consumers’ desire for fresh food and healthy-eating is on the increase,” he says.
The move to TV advertising follows New Covent Garden’s highly successful sponsorship of ITV’s Britain’s Best Dish in 2008 and 2007.
The £54 million New Covent Garden brand, the originator of the fresh soup category, is still the dominant player in the UK market, posting sales growth of 17% during November (source: IRI), significantly ahead of any other brand.
New Covent Garden is also introducing two new soups, Spicy Parsnip and Creamy Butternut Squash, to its market-leading 600g core range in February.
New Covent Garden Food Co
Tel: 01733 843400