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New Covent Garden teams with Farmhouse Fare for win-a-farm competition


By Ishbel Macleod, PR and social media consultant

October 19, 2011 | 2 min read

Sister companies New Covent Garden and Farmhouse Fare have launched their first on pack promotion – to win a farm worth £500,000.

The competition will be supported by New Covent Garden’s £2.5million advertising campaign which will run throughout November.

Nigel Parrott, Daniels Group marketing director, said: “This competition is simply unique, and we expect it to attract huge numbers of new consumers to both brands,” says. “As consumers’ lives get increasingly busy, the idea of living “the good life” is becoming more and more appealing.

“A competition which offers them the chance to escape to the country, changing their lives entirely in an instant, is guaranteed to generate great excitement. The promotion will run for eight weeks across selected New Covent Garden and Farmhouse Fare packs.”

The promotion will appear on New Covent Garden soup packs in the Classics, Seasonal Editions and Soups of the World ranges, and on Farmhouse Fare 500g Luxury Sticky Toffee Pudding and Luxury Sticky Chocolate Pudding packs. It will also appear on New Covent Garden’s November Soup of the Month: Rich and Rootiful, a satisfying vegetable, lentil and pearl barley variant.

To enter, consumers simply enter a code found on-pack at a dedicated website. The competition will run from early November until the end of the year.

Fifty runners up will win a pair of Joules wellies.


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