Soup Brand Strives to Revive 'Lunch Life'

New Covent Garden Soup (NCGS) is introducing an integrated campaign to invite the public to ‘Revive Your Lunch-Life’ by swapping out their boring current lunch with NCGS options.

NCGS was established in 1988 as the first fresh chilled soup brand in the UK.  

Developed with London creative agency Nonsense and supported by experiential agency Promotion Line and PR agency Wildcard PR, the campaign is based around research that finds 81% of UK consumers tend to eat the same lunch every day.

Plus, they can’t remember the last time they had anything different.

One ad, for instance, takes a humorous tongue-in-cheek approach by suggesting that people re-evaluate their lunchtime routines.

“Many people just don’t realize how unremarkable their lunchtimes have become,” said Chris Walsh, marketing manager, NCGS. “We believe that our range of soups offer the perfect solution to help people break their lunchtime habit and revive their lunch-lives!”

The creative runs across TV, print, outdoor, digital display, social media and product sampling through March 31. 



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