The New Covent Garden Soup Company, owned by Daniels Chilled Foods, has awarded its creative advertising account to Hooper Galton, the agency started by three former Bartle Bogle Hegarty staff in 1999.
The review was handled by the AAR, and the final pitch is understood to have been between Doner Cardwell Hawkins and Hooper Galton. The incumbent, Banc, did not repitch.
The decision will not affect the company’s media account, handled by Optimedia.
The review, called in August last year, was put on hold following the departure of the company’s marketing director, Kate Raison, in October (MW October 25, 2001). Raison’s role has been taken by former Golden Wonder marketing chief Nigel Parrott, the new group marketing director of Daniels.
Parrott spent eight years with Golden Wonder before resigning last year to set up an Internet company called Treegifts.com. In 1996, Golden Wonder moved its account to BBH from Ogilvy & Mather.
It is understood that New Covent Garden is increasing its marketing spend this year. In 1998 it launched its first &£1m TV ad campaign, created by Banc, with the strapline “Fresh soup the way nature intended, from the New Covent Garden Soup Company”.
In the same year the soup company was bought by Daniels for &£22m.