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New Covent Garden - Bring Wholesome Home

Client: New Covent Garden Food Company
Brand: New Covent Garden Soup


McCann Manchester has launched its first creative work for fresh soup specialist New Covent Garden as the cornerstone of a £5M campaign.

The work is the first from the agency since it won the business earlier this year through its specialist food and drink division McCann Peachy.

At the centre of the campaign are new TV executions of 30 and 20 seconds backed by a £2.5M media spend. The campaign features the strapline ‘Bring Wholesome Home’, with one version of the advert highlight a major on-pack promotion, offering consumers the opportunity to win a £500,000 farm.

The new work aims to give the brand a contemporary feel to help recruit  new consumers. Key to the communication is the message that New Covent Garden Soups are as good as anything you can make at home.

New Covent Garden is the market leader within the fresh soup category and the company is aiming to build on this position to recruit new consumers to the brand.

The work is the latest in a series of successes for the specialist food and drink team at McCann which last year won a major piece of work with the Mushroom Bureau and has since gone on to add a number of other food and drink clients to its portfolio.

Commenting on the work McCann Manchester Managing Partner Simon Buchanan said, “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.”

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