Amplifies other media

1
Britains Best Dish Sponsorship by New Covent
Garden Soups Campaign Case Study
2
Campaign Background and Objectives

• As a relatively unknown brand, the New Covent
  Garden Food Company aimed to
• Drive awareness of its soup brands
• Communicate the natural fresh ingredients and
  homemade quality and flavour of the soup recipes
• Drive propensity to purchase
• Increase sales

3
The Campaign Solution

• 6 week sponsorship of ITV1s Britains Best
  Dish aired on Monday to Fridays at 5pm.
• Britains Best Dish unearths the real unsung
  heroes of cookery, exploiting an abundant fresh
  ingredient the great British public! Its a
  celebration of ordinary food heroes and
  extraordinary cooking across the country proof
  that inside everybody is one great dish!
• This programme, dedicated to finding
  quality, home made, authentic
  recipes was the
  perfect vehicle to promote the
  qualities of the New Covent Garden
  Soup brand.
  
• 8 break bumpers per episode (240 in total for
  the series) highlighted the abundance of fresh
  vegetables and totally natural ingredients that
  go into each soup recipe.

4
Britains Best Dish Sponsorship Performance

• The series of Britains Best Dish sponsorship
  idents reached 40.3 of ABC1 Women - 4.9 million
  potential consumers (and 20.7 million
  individuals)
• Each episode took a 17 share of ABC1 Women
  watching TV at the time
• On average, ABC1 Women were exposed to the New
  Covent Garden Soup idents 18 times across the
  series
• 73 of ABC1 Women surveyed about the sponsorship
  confirmed they had seen it

Source BARB, Britains Best Dish,
17Sep07-26Oct07 Series reach and frequency /
Clark Chapman Research Oct. 2007
5
Amplifies other media
Viewers really engaged with the show going
online to seek out the recipes
Final Pork Belly recipe wins
Best Apple Pie Recipe
Source ITV Consumer - Britains Best Dish
October 2007 Daily Website Traffic
6
Sponsorship Effectiveness Research

• Sponsorship evaluated in a single stage, face to
  face survey
• NCG Soup sponsorship Mon 17 September - Fri 26
  October 2007
• Survey fieldwork Mon 5 - Thu 8 November 2007
• National sample of ABC1 female main shoppers
  without children at home
• 241 viewers of Britains Best Dish vs 110
  non-viewers

7
The Britains Best Dish sponsorship has clearly
raised New Covent Garden Soup awareness
Aware of New Covent Garden Soup
Source Clark Chapman Research Viewers of BBD
Vs Non-Viewers Oct07, ABC1 Housewives without
children.
8
The key brand messages have been successfully
communicated through the sponsorship
Agree with statements about NCG Soup
Source Clark Chapman Research Viewers of BBD
Vs Non-Viewers Oct07, ABC1 Housewives without
children.
9
Purchasing intention of those aware of the
sponsorship twice that of non-viewers
Quite/Very likely to buy NCG Soup in the near
future
Source Clark Chapman Research Viewers of BBD
Vs Non-Viewers Oct07, ABC1 Housewives without
children.
10
NCG Soups objectives were successfully achieved
through the Britains Best Dish partnership
plus

• The sponsorship played a role in a successful
  year for the brand, which grew 11.3, 2.6 points
  ahead of the market.
• During the sponsorship NCG increased brand share
  to 54 the highest recorded brand share.
• The sponsorship was so successful that the brand
  has signed a second Britains Best Dish
  sponsorship deal for 2008.

Sponsorship played a key part in the continued
growth of the NCG brand in the increasingly
competitive retail food market. The environment
that Britains Best Dish offered supported the
brands food credentials and delivered the best
awareness levels the brand has enjoyed
Andrew Ovens, Daniels Chilled
Foods