Campaigns: Food and drink - Shape up with Covent Garden Food Co

Campaign: January Soup of the Month
Client: New Covent Garden Food Co
PR team: 360 PR
Timescale: August 2008-January 2009
Budget: £25,000

Every month the New Covent Garden Food Co creates a 'soup of the month' with selected soups being PR-led throughout the year.


- To launch January Soup of the Month

- To drive sales

- To create stand-out during the crowded month of January

- To drive traffic to the website

- To exploit a healthy eating angle to trigger purchase.

Strategy and plan

January is the UK's peak dieting month so 360 worked with nutritionists to devise a weight-loss plan using the New Covent Garden soup range. This was branded 'Shape Up With Soup' and was publicised on packs and on the New Covent Garden website. Actress Debra Stephenson was recruited to endorse the diet. A media relations campaign targeted consumer, national and regional press.

Measurement and evaluation

The diet achieved a double-page spread in Bella and four-page articles in Slim at Home and My Weekly. Additional coverage appeared in Woman, Boost Your Weight Loss, London Lite, the Daily Express, Health and Fitness, Zest and Weightwatchers Magazine.


Web traffic saw a 33 per cent uplift and 1,385 people downloaded the Shape Up With Soup healthy eating plan.

Sales of January Soup of the Month increased by 18.2 per cent.

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