The ads, by Hooper Galton, promote the brand's use of fresh, natural ingredients with the strapline 'food as it should be'.
The campaign is aimed at differentiating New Covent Garden Food Co's products from other packaged food and developing a distinct tone of voice for the entire range, which includes soups, sauces, risotto and porridge.
The first execution, for its Plum Tomato and Creme Fraiche soup, uses the line 'Eat fresh soup for goodness' sake'. This will be followed by ads for variants including Carrot and Mushroom soup.
The New Covent Garden Food Company is aiming its campaign at time-poor ABC1 adults by targeting their desire to eat healthily with little preparation.
_1.jpg)
.jpg)
