The New Covent Garden Soup Company - A modern day tale of David and Goliath

Mike Teasdale

This paper is about how the planning process was integral to the production of advertising for The New Covent Garden Soup Co.
Agency: Bartle Bogle HegartyAuthor: Mike Teasdale

The New Covent Garden Soup Company - A modern day tale of David and Goliath

 

INTRODUCTION

This paper is about how the planning process was integral to the production of advertising for The New Covent Garden Soup Co. in three ways. Firstly, via the identification of what truly differentiates the brand from its competition. Secondly, via precise targeting and a clear understanding of the role for advertising to ensure a relatively small budget was optimised. And thirdly, via creative briefing which enabled the brand's difference to come alive in advertising....

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands