New Covent Garden opens agency talks

The New Covent Garden Food Company has opened talks with agencies as it looks to review its £3 million creative advertising account. The manufacturer has approached several agencies with a view to boosting its profile as the largest branded manufacturer of fresh soup in the UK.

It currently holds a 46.5 per cent share of the soup market.

Hooper Galton has held the creative advertising account for the past two years.

Its campaign, released following the brand's three-year absence from advertising, introduced the strapline: "Imagination tastes better."

Media planning and buying is not included in the review.

It will continue to be handled by Starcom Motive.

The New Covent Garden Food Company rebranded from New Covent Garden Soup Company in 2002. Its parent company Daniels Chilled Foods is owned by Singapore Food Industries.

Its first advertising campaign, by Bartle Bogle Hegarty, was launched in 1993 and featured the company's staff.