New Covent Garden partners with London Weekday Weather to attract consumers come rain, wind or shine

The pea and tomato idents that will run in the slot

New Covent Garden Soup has announced it will be the new sponsor of the ITV London Weekday Weather.

The soup brand saw the weather spot as a vital as the perfect oppertunity to sell its products which perform better in periods of dropping temperatures. The five and 10 second idents will feature raining tomatoes and peas to help to reinforce the brand’s pledge of using fresh vegetables.

The sponsorship deal will run from the beginning of October to the 31 March 2015 on ITV weather which is broadcast 23 times weekly reaching an average of 2.1 million viewers per show.

Each clip will sign off with the tagline: “The seasons make our soups”.

Jim Watson, managing director of New Covent Garden Soup Company, said: “These fun ‘shorts will prompt consumers to consider New Covent Garden soup just as the weather starts to turn colder and the nights get longer.

“They will dramatise the role the weather plays in growing the vegetables which go into our soups.”

Ben Porter, sales manager at ITV, said: “We are delighted to welcome New Covent Garden Soup on board as the new sponsor of the ITV London Weekday Weather and look forward to working with them across the campaign."

The soup brand collaborated with Havas Worldwide on creative and Havas Media on media planning.

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