New Covent Garden unveils national sampling campaign

The company will be targeting 600,000 consumers at the UK’s leading gardening and horticultural shows over the next six months.

New Covent Garden is also extending its association with the Royal Horticultural Society via its inaugural sponsorship of the ‘Growing Tastes Marquee’ at this summer’s RHS Hampton Court Palace Flower Show (July 7 – 13).

Nigel Parrott, New Covent Garden Food Co Group Marketing Director, says engaging consumers directly and sampling to hundreds of thousands of people will reinforce New Covent Garden Soup’s outstanding ‘product quality credentials’.

“We will be taking the New Covent Garden message to the very heart of our consumer base. The quality of our product means that the conversion rate from sample to purchase is extremely high and this will drive many more people to the fresh soup fixture in search of New Covent Garden.”

New Covent Garden soups are already outperforming the market, with sales averaging £1 million per week. Annual sales are up 11.3 per cent, almost double the category as a whole and three times that of the next best performer (private label).