Brief

The New Covent Garden Soup Company is launching its first TV ad campaign tomorrow (Thursday). The 1m campaign, created by Bean Andrews Norways Cramphorn, reveals a bird’s eye view of rows of vegetables. As the shot pans back, the vegetables are shown to be planted in a garden. Going back further, the layout of the garden is revealed as a Covent Garden Soup carton. This dissolves to become the real carton with the end line: ‘Fresh soup the way nature intended, from the New Covent Garden Soup Company.’ The ad will be tested on Meridian and rolled out nationally next year.

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