The incumbent, Hooper Galton, which won the account in 2002, was not asked to repitch.
The Brooklyn Brothers will be briefed to create a multimedia campaign, including TV, to promote the company's existing range of soups, as well as varieties set to be launched in early 2009.
The brand's only previous TV campaign was a set of idents promoting its sponsorship of ITV's Britain's Best Dish, which were created by Hooper Galton.
Andrew Ovens, the marketing manager at the New Covent Garden Food Co, said: "The iconic nature of the company and the health benefits of our range will form the cornerstone of our campaigns in 2009."
The New Covent Garden Food Co launched in 1987. It was acquired by the Daniels Group in 1998, with a further stake being taken by Singapore Food Industries in 2001. The brand was re-launched in 2002.