New Covent Garden in hot water with shoppers over elusive farm prize

  • Print
  • Share
  • Comments (5)
  • Save

Shoppers have blasted New Covent Garden after the soup maker announced that nobody had claimed the top prize in its ‘Win a Farm’ competition.

More than a quarter of a million people took part in the promotion, which offered a top prize of £500,000 for one lucky soup fan to invest in their own rural business.

However, nobody entered the on-pack promotional code required to claim the prize. Shoppers have since taken to Facebook to slam the company for not giving the prize to one of the other entrants.

In response, New Covent Garden posted on its Facebook page: “Just wanted to reassure you all that we are listening to your feedback. We appreciate that there’s disappointment the farm wasn’t won, we are disappointed too.

“Every entry to the competition had an equal chance of winning the top prize but unfortunately the winning code wasn’t entered. There were over 250,000 entries to the competition, but not every pack was entered. If all the packs had been entered, someone would definitely have won.

“We’re taking everyone’s comments on this very seriously, and will be using them when we look at future promotions.”

New Covent Garden was taken over last year by US food group Hain Celestial.

Readers' comments (5)

  • Bit late with this one aren't you!

    Unsuitable or offensive? Report this comment

  • Some unhappy competition entrants starting to get organised, might be worth watching for the outcome:

    Unsuitable or offensive? Report this comment

  • A VERY worthy story. It's almost a big as gaff as the Ratners fiasco.

    The absolutely worst and potentially damaging marketing concept I can think of.

    On top of the marketing and publicity costs, they'll have lost well over a quarter of a million customers in one day. Quite a feat really.

    There's a lot of VERY unhappy ex-customers, plus family and friends out there. And there's a simple solution to their predicament:

    Simply choose a winner, at random, with complete transparency, from those 266,000 people that entered the competition.

    Unsuitable or offensive? Report this comment

  • Anonymous

    I totally agree that a winner should pe picked from all the entries received

    Unsuitable or offensive? Report this comment

  • Anonymous

    I dont know anything about the NCG promo but cos are able to offer the big promo prizes becasue the probabilities of the winning code being entered are taken into account - they or their promo cos insure against someone winning & the insurance cost takes into account the nos packs and the liklihhood of the code being entered - the plus side is we get the chance to win much bigger prizes than would otherwsie be unaffordable , the downside is we feel abit cheated if no one wins - I guess we should all register the codes - then we have a winner, NCG have a sucessfull promo - but the insurance cos gets hit so puts the insurance cost up a bit for next time !

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Related images

  • Print
  • Share
  • Comments (5)
  • Save
Sign in

Newsletter Sign-up


I wish to receive the following newsletters:

For Members

Become a Gold Member to receive these newsletters:

Become a Platinum Member to receive these newsletters:

Become a member of The Grocer

Grocer jobs Experts in FMCG

Search jobs



CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.


The Grocer's commentators and opinion makers