Challenge

Drive trial and penetration of New Covent Garden Soup among lunchtime customers.

Strategy

Research showed that people have just not realised how unremarkable their lunchtimes have become. However, New Covent Garden Soups come in an awesome range of 27 flavours meaning we can help people make their lunchtime exciting again. So our strategy was to shake people out of their malaise and get excited about grabbing something tasty for lunch.

Creative

Our big idea was ‘Revive Your Lunch-Life’ — a campaign challenging the public to ‘dump’ the familiar lunch-time sandwiches & salads and set about wooing them into embarking on a cheeky little affair with flavour!

We used sumptuous product shots accompanied with witty language borrowed from dear John letters, to entice those who were secretly longing for something that bit more, well, interesting!

We created a fully-integrated campaign across TV & VoD, DOOH, Social Media, PR and office-drop sampling.

Results

• 4.5 million Facebook reach = 45% over target
• 1.5 million video views = 86% over target
• Earned Impressions = 1 million+
• Emotion — 86% joy