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CASE STUDY: Britain's Best Dish and New Covent Garden Soups

Provided by ITV
New Covent Garden undertake a sponsorship deal to increase brand awareness.

What was the Challenge / Background of the Campaign?

As a relatively unknown brand New Covent Garden soups (NCG) wanted to increase their brand awareness levels amongst ABC women. The brand wanted to be associated with quality ingredients and great recipes, therefore a sponsorship package for Britain's Best Dish was perfect.

What was the Campaign Objective?

Drive awareness of NCG soup brands. Communicating the natural fresh ingredients and homemade quality and flavour of the soup recipes.Drive propensity to purchase to lead to an increase sales.

What was the Solution?

Britain's Best Dish unearths the real unsung heroes of cookery, It's a celebration of ordinary food heroes and extraordinary cooking across the country. 8 break bumpers per episode (240 in total for the series) highlighted the abundance of fresh vegetables and totally natural ingredients that go into each soup recipe.

What were the Results?

The sponsorship played a role in a successful year for the brand, which grew 11.3%, 2.6 points ahead of the market. During the sponsorship NCG increased brand share to 54% - the highest recorded brand share. On average, ABC1 Women were exposed to the New Covent Garden Soup idents 18 times across the series.73% of ABC1 Women surveyed about the sponsorship confirmed they had seen it. The sponsorship was so successful that the brand has signed a second Britain's Best Dish sponsorship deal for 2008.

What were the Key Learnings of this Campaign?

"Sponsorship played a key part in the continued growth of the NCG brand in the increasingly competitive retail food market. The environment that Britain's Best Dish offered supported the brand's food credentials and delivered the best awareness levels the brand has enjoyed" Andrew Ovens, Daniels Chilled Foods.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details40.3% of ABC1 Women
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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