New Covent Garden Soups - Win a Farm! promotion site

24th October 2011

This week we launched a new campaign site to support a New Covent Garden Soup on-pack promotion, which rolls out on-pack in supermarkets over the coming days. 

Leading chilled soup brand New Covent Garden has teamed up with its sister company, luxury pudding maker Farmhouse Fare, to offer consumers the chance to win a farm worth £500,000 in the first ever on-pack promotion to be run by either brand.

Using codes from millions of special packs, consumers can use the website to enter the instant-win promotion for a chance to live the good life and Win a Farm! Additionally, 50 lucky runners up can win a pair of Joules Wellies.

 New Covent Garden Soups - Win a Farm! promotion site

The website features information about the ‘Win a Farm’ promotion, and how to enter using the on-pack codes.  Consumers can also see examples of farms that they could buy with £500,000.  To increase the social following and viral spread, the site uses social plug ins so consumers can instantly 'Like' the brand's Facebook page or follow on Twitter.

Behind its simple appearance the site is quite a technical challenge. The site checks that the codes (using batch/time, or unique codes) and entries are valid and in line with the promotion terms and conditions, whilst an authorised third party is referenced to carry out win win/no win decisioning.  The win/no win decision is then displayed back to the consumer.

The campaign runs from October to January 2012, and codes can be found on special packs of New Covent Garden Soups and Farmhouse Fare puddings. 

The promotion was developed by promotional marketing agency, Toucan, with our support as their digital partner.

To view the site –

Promotional helpline number: 0845 026 4559 Available Mon-Fri 9am-5pm.