New Covent Garden has launched its first-ever national TV advertising campaign in support of its soup brand. Featuring on ITV, Channel 4 and Channel 5 and digital TV, the ad debuts mid-January and will focus on the freshness of the brand. It shows a white line in search of fresh inspiration when it finds anything good enough it forms the New Covent Garden carton icon around it. The spend is part of a £5m marketing investment in the brand for 2011.

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