Wednesday, 2 November 2011

New £5m Covent Garden campaign - aim is to give the brand a more contemporary feel


The New Covent Garden Soup Company has revealed its new £5m advertising campaign, designed by McCann Manchester.

The agency won the contract earlier this year, through its specialist food and drink division, McCann Peachy, and this is its first piece of creative since then.

Centered around a 30 second and 20 second television advert, it’s backed by a £2.5m media spend. One version of the commercial features an on-pack promotion, which offers customers the chance to win a £500k farm.

With the strap line, “Bring Wholesome Home” the aim of the campaign is to give the brand a more contemporary feel and appeal to new customers. The soup manufacturer was keen for the advertising to communicate that its products "are as good as anything you can make at home.”

“This is a tremendous brand to work with and in a climate where there is an ever greater focus by consumers on the provenance of their food, we very much feel this is the right message at the right time,” said McCann Manchester managing partner Simon Buchanan.

McCann Peachy was established last year to gain a foothold in the food sector, which is reportedly worth £9.5bn in the North West alone. It recently won a £1.8m contract from The Mushroom Bureau.

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